Problem to solve:
Young people are easy targets for impulse purchases. Their income is often spent on trivial things, and they struggle to save money for what truly matters – such as the down payment for their first home.

Solution:
At night, we used a pressure washer to create “Decision Point” markings next to the most common places where young people tend to overspend. The goal was to spark public discussion and encourage young people to pause and think before making a purchase. In digital channels, we offered them a way to start saving toward buying their own home.

Impact:
Viral traction on social media. Annoyed reactions from vape and alcohol retailers. A +30% increase in the use of saving solutions among young people.

Awards & nominations:
- Golden Egg 2025 – Sustainability Award: Special media solution
- Golden Egg 2025 – Bronze: Radio Ad
- Golden Egg 2025 – Bronze: Integrated communication campaign
- Golden Egg 2025 – Influencer marketing category finalist

Creative Director: Magnus Lužkov
Art Director: Teele-Riin Kodar
Project Lead: Maicken Raska