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Nominerade: Parental leave

Förutsättningar
Nordea’s name is the combination of two words: Nordic + Idea = Nordea. It’s a reflection of the bank’s Nordic foundation and progressive mindset. Guided by strong Nordic values, the bank is committed to making money work for a more sustainable, equal, and innovative society across its key markets: Denmark, Norway, Finland, and Sweden.

Problemställning
Despite laws granting equal parental leave to both parents, a staggering 88% of parental leave days in Finland are still taken by women, with one in five Finnish fathers not using their leave at all.

Nyckelinsikter
While parental leave is one of the greatest innovations ever made, it still causes systemic inequality in society. Often, the primary earners in families don’t take their share of parental leave due to the mortgage payment burden they often carry. This not only impacts their bond with their child but also sets primarily women back in terms of salary, pensions, and career growth.

Lösning
We saw an opportunity to even things out and suggested a solution to Nordea: The Parental Leave Mortgage—a completely new product that lets parents pause their mortgage payments in full during parental leave. No payments. No interest. No costs. Nothing. By removing the financial burden of monthly payments, this initiative makes it easier for parents to share parental leave more equally.

Eventuella resultat

  • More than 6,000 families applied for the mortgage within the first four months, saving each family an average of €460 per month.
  • Earned media reached 8.5 million people in the first week – 1.5 the entire Finnish population.
  • “cares about customers” +200% compared before the launch
  • “positive effect on society” +180% compared before the launch
  • “innovative” +150% compared before the launch
  • “responsible” +50% compared before the launch

Arbetsgrupp

  • CEO & CCO
    Andreas Dahlqvist , NORD DDB
  • Copywriter
    Niels Hjorth-Larsen, NORD DDB
  • Art Director
    Kristian Skjoldborg , NORD DDB
  • Nordic Creative Director
    Simon Higby , NORD DDB
  • Creative Director
    Kalle Wallin, NORD DDB
  • Creative Director
    Tim Fremmich Andreasen, NORD DDB
  • Strategy Director
    Jesper Sommer Schjølin, NORD DDB
  • Copywriter
    Markus Malmberg, NORD DDB
  • Production Art Director
    Kai Heinonen, NORD DDB
  • Project Director
    Tuija Elovaara, NORD DDB
  • Client Director
    Lauri Ferrer, NORD DDB
  • Marketing Lead Finland
    Maaretta Kalliokoski, Nordea
  • Marketing Partner
    Tiina Leppänen, Nordea
  • Head of Marketing and Creative
    Jan Bonnevier, Nordea
  • Senior Client Director
    Pernila Berg , NORD DDB