The S-Group is a conglomerate and a market leader in many different fields in Finland (supermarkets, hotels, restaurants etc.) The thing is that S-Group is a cooperative society. The customers own it.

The S-Card isn’t just another bonus card. It’s a sign that you’re an owner. You really own a part of the company, and owners get many benefits. The problem is that this has never really been communicated to the public.

This is a story about a father that takes his son to a trip to show him the family’s holdings. It’s also a story about the relationship of the two.