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Startup Foundation
The Startup Foundation (Startup-säätiö) is a Finnish non-profit foundation established in 2012 by 57 entrepreneurs, investors, and technology influencers to foster the Finnish startup ecosystem. It promotes entrepreneurship by providing grants, supporting initiatives like Slush, Junction, and Maria 01, and aims to create a vibrant, international growth environment.
The Challenge
Startup Foundation wanted to launch 100x100 with impact. The goal was ambitious: by 2050, Finland should have 100 startups generating over €100M in revenue, and the initiative needed to feel inspiring, credible, and built for the whole ecosystem.
They needed:
- An epic launch asset to introduce the playbook publicly.
- Ongoing social videos to keep the initiative visible throughout the year.
- A way to turn founder interviews into engaging content, even though the footage quality varied and no new filming was planned.
Meridian’s Approach
Meridian created a launch video that combined the spirit of Startup Foundation with the future-focused purpose of the 100x100 playbook.
We structured the video around:
- Clear definitions and key context.
- Strong hooks throughout to keep attention.
- Youthful but dramatic audio.
- Handmade visual elements to reference the playbook.
- Digital and futuristic details to reflect Finland’s tech-driven startup ambition.
To support the ongoing campaign, we also produced 40 social videos based on founder interviews from the playbook creation process. These were adapted for LinkedIn in horizontal format and Instagram in vertical format.
Meridian’s Results
Meridian’s Results
The launch video gave 100x100 a strong public-facing introduction and helped frame the initiative as both visionary and grounded in real founder insight.
All outcomes included:
- A versatile video asset that could be used throughout the year.
- A content bank of 40 interview-led videos for social media.
- Platform-specific edits designed to support both LinkedIn and Instagram distribution.
- A cohesive visual language that made the initiative feel distinctive, modern, and ecosystem-wide.
Meridian helped turn a strategic startup initiative into a campaign that feels big, credible, and built for momentum.
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