MATCH MADE IN HEL

TitleMATCH MADE IN HEL
BrandFINNAIR AND FINAVIA
Product/ServiceFINNAIR FLIGHTS AND HELSINKI AIRPORT AS CONNECTION HUB
Category A01. Direction
Entrant TBWA\HELSINKI, FINLAND
Idea Creation TBWA\HELSINKI, FINLAND
Idea Creation 2 MIRUM AGENCY Helsinki, FINLAND
Media Placement DAGMAR Helsinki, FINLAND
PR TBWA\HELSINKI, FINLAND
Production TBWA\HELSINKI, FINLAND
Production 2 MIRUM AGENCY Helsinki, FINLAND
Additional Company FINAVIA Vantaa, FINLAND
Additional Company 2 FINNAIR Vantaa, FINLAND
Credits
Name Company Position
Katja Siberg Finavia SVP Marketing, Corporate Communications and Customer Experience, CMO
Anna Tuomi Finavia Head of Marketing
Olli Lehtonen Finavia Digital Marketing Manager
Rosa Kojonkoski Finavia Project Manager
Hanna Seppä Finnair Marketing Manager Asia
Susanne Nyman Finnair Head of Global Brand & Marketing Communications
Johanna Jäkelä Finnair CMO and VP Brand, Marketing & Customer Loyalty
Heidi Cheng Finnair Marketing Consultant
Tuire Melander Finnair Marketing Consultant
Joni Tillström Finnair Digital Marketing Manager
Tiina Leppänen Finnair Marketing and Production Consultant
Mikko Pietilä TBWA\Helsinki Executive Creative Director
Simone Bocedi TBWA\Helsinki Senior Content Strategist
Annika Wiksten TBWA\Helsinki Account Manager
Lili Ermezei Mirum Agency Chief Experience Officer
Vanessa Bade Mirum Agency Account Director
Timo Silvennoinen Mirum Agency Senior Copywriter
Bruno Leo Ribeiro Mirum Agency Senior Art Director
Joni Furstenborg TBWA\Helsinki Art Director
Virpi Grönlund TBWA\Helsinki Client Partner
Henrietta Tastula TBWA\Helsinki Content Producer
Tuija Torikka Mirum Agency Web Developer
Mya Rydman Mirum Agency Designer
Joel Wiren Mirum Agency Motion Designer and Web Developer
Annika Hätönen Dagmar Strategist
Johanna Pekari Dagmar Strategist
Sirke Käkelä Dagmar Client Manager
Mikko Mantere Dagmar Digital Manager
Henriikka Ylärakkola Dagmar Digital Manager
Lauri Permanto Dagmar Digital Planner
Juhana Hokkanen TBWA\Helsinki Head of Innovation Technology

Tell the jury anything relevant about the direction.

This film was about the meaningful connections happening between East and West. This is why everything in the campaign had to have two sides which connect in the middle. Instead of one, we had two film director, one from the East and one from the West. They both worked independently with different crews on the Asian and Western characters' storylines. The directors have done an excellent job in showcasing Finland as a midpoint both culturally and emotionally. When the story comes together in Helsinki, each director took over one scene, with the Swedish director representing the Scandinavian touch and the Korean director taking care of his character change of perspective in the climax scene.

Write a short summary of what happens in the film

S.P. Novak is a famous American sci-fi writer with a little secret: no one knows who she is. She is about to get her portrait taken and reveal her identity for the first time by one of her biggest fans, Johnny, a talented photographer from Seoul. The photoshoot takes place in Helsinki, but things don’t go as planned... East and West Side Story is a short film about encounters that only become meaningful once you take a closer look.

Cultural/Context information for the jury

Finnair and Helsinki Airport have been connecting East and West via Helsinki every day for over 35 years. This is why everything that we have done for the campaign had to have two sides, and a connection point in the middle. The East and West are culturally very different, but the emotions and experiences people go through are universal and common to both sides. In order to show the differences and similar treats between the two sides, we used split screens as a mean of storytelling. To show two sides of the story we had not one but two directors, one from the East and one from the West, each shooting and editing his own point of view. The result is an experimental film with two points of views merging into a beautiful story.