United Imaginations Wins Double Grafia for Helsinki Partners Campaign

United Imaginations FI took Best Campaign and Best Film at Grafia's Vuoden Huiput awards for "Operation: Make Pamela a Hyytiäinen," created for Helsinki Partners.

The campaign centered on Pamela Anderson's request to become a Finnish citizen: specifically, to adopt a traditional Finnish surname. Helsinki Partners, the city's official marketing organization, used the moment to spotlight Finnish culture and citizenship.

Grafia, Finland's visual communications industry association, runs Vuoden Huiput (Peak of the Year) as the country's primary advertising and design awards program. The double win: Best Campaign and Best Film. United Imaginations' first major recognition since launching their Finnish office.

Helsinki Partners has used celebrity-driven campaigns before to promote the city internationally. This marks their second Grafia win in three years, following a 2024 tourism campaign that also secured Best Film.

United Imaginations operates as a network of independent agencies across Europe. The Finnish office opened in 2024 with a team of 12, led by creative director Soila Lehkonen, who announced the wins on LinkedIn April 30.

The Grafia jury selects winners based on creative execution, strategic effectiveness, and cultural impact. Best Campaign requires demonstrated results across multiple channels. Best Film evaluates craft, concept, and audience response.

Helsinki Partners confirmed Anderson did not ultimately pursue Finnish citizenship, but the campaign generated international press coverage across 40 countries during its run in late 2025.