How to renew an iconic brand through actions that move every Finn?


Apu Magazines image was getting dusty and didn't reflect the true content that is available in print and in digital format.

Our task was to make Apu interesting and cool in the eyes of both current and new readers and to do it in an authentic way. 


We went back to the origins of the brand by launching the ”Apulaiset” (=Helpers), a support program that seeks and supports Finnish entities and individuals who bring joy and increase the wellbeing of their community. We wanted to communicate that Finland is still a land of good people. 

A monthly winner is picked by the readers and rewarded with a 1000 € to further enhance their project.


Apu was founded in 1933 by Finnish publisher A-lehdet. It was the first magazine of Finnish publisher A-lehdet, now a large publishing group with a portfolio of 18 magazines. It was founded during a recession to help the unemployed persons, who were its exclusive resellers, hence its name meaning "help" in Finnish.

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The number of subscribers increased by 6% to 370 000 in 2017 (KMT 2017). Apu has become Finland’s biggest weekly magazine.

Following the success of the campaign in 2017, A-lehdet the publisher made a decision to continue the project in  2018.

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Interested in working with us?

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