Seiska: On the Seventh Day
Description
Seiska is Finland’s top entertainment magazine—widely read, yet often a guilty pleasure. Despite its sensational celebrity gossip, its audience is educated and high-earning. The challenge? Shifting perceptions and validating Seiska as a natural form of entertainment.
Our creative solution reframes Seiska as part of human nature, echoing Yuval Noah Harari’s idea of gossip as social glue. Even God rested on the seventh day—so why shouldn’t we? In our ad, He lounges with Seiska in hand. If it’s good enough for Him, it’s good enough for us.
Originally called Seitsemän päivää (7 Days), Seiska has become a cultural staple, known for its bold exposés on celebrities, musicians, and politicians. It’s also Finland’s only media outlet with its own paparazzi. Though many won’t admit to reading it, the numbers don’t lie: over a million Finns indulge in Seiska—proving that a little gossip is simply human nature.
This professional campaign titled 'On The Seventh Day' was published in Finland in December, 2024. It was created for the brand: Seiska, by ad agency: IVALO. This Print medium campaign is related to the Media industry and contains 1 media asset. It was submitted about 1 month ago.
Credits
Creative Agency: Ivalo Creative Agency
Photo Retouching: Jomppe Vaarakallio (Retouch.fi)
