At Dirty, we know that spaces can shape lives. So, when ITIS asked us to craft a concept for the brand’s 40th birthday campaign, we immediately got to work.

“Nothing New Under the Sun. Except Everything” is a twist on a timeless saying: a reference to the iconic Itäkeskus sun logo of the 1980s as well as the role the shopping centre has played as a cultural frontrunner. From old jingles to TV ads, we wanted to showcase the rich history of the space by transporting viewers back in time before ultimately inviting them to enter a new era together.

Authenticity was paramount to our process. That’s why we tapped legendary East Helsinki musicians, Erin and Ege Zulu, to draw on their own personal history of the space to create a spoken-word poem for our campaign.

“A love letter from ITIS to its community” 

The result is something truly unique in the shopping centre space. A campaign that places its community at its heart; offering up nostalgia and feeling rather than discounts.

A multi-channel media plan saw the campaign placed in theatres, OOH, digital and even on the streets of Helsinki – literally. As a playful nod to our competitors, we pressure washed the iconic sun logo onto the concrete outside of other shopping centres and other high-footfall areas around Helsinki.

As the brand campaign launched, we invited audiences to celebrate 40 years with us in person, consulting the ITIS team with the concept and planning of an epic Grand Opening event. With physical activations alongside brands like Seksico Tacos and Rituals, as well as performances by artists such as JVG and Joalin, it was truly one of the biggest brand events of the year.

“One of the biggest brand events of the year”

Since our collaboration on the 40-year brand campaign began, we’ve become an established partner for all things creative at ITIS. From branding their new market hall to consulting on their 2025 marketing strategy, we’re dedicated to supporting ITIS as the most unique shopping centre in Finland.