The headline sums it up but if you aren't familiar with Finnish people, the stereotype is they don't know how to make small talk. There's also no skyscrapers in Helsinki. And apparently they don't have sex after 40.
Rather than just get more notebooks to use, Helsinki-based 358 created their own, complete with titles to books no Finn could ever write. Hence the empty pages. It would be the equivalent of a novel in the American South called "UnSweet Tea," or here in L.A. 'Showing Up On Time."
Hey 358, can we get one? Adland could use a new notebook.