Short List
Category B05. Use of Print / Outdoor
Name Company Position
Jyrki Poutanen TBWA\Helsinki Chief Creative Officer
Lauri Gran TBWA\Helsinki Copywriter
Aki Toivonen TBWA\Helsinki Creative Content Strategist
Erno Reinikainen TBWA\Helsinki Creative Director
Tuomas Perälä TBWA\Helsinki Copywriter
Noora Murremäki TBWA\Helsinki Account Director
Harry Huttunen TBWA\Helsinki Production AD
Maria Dunaeva TBWA\Helsinki Graphic Designer
Esa Roponen TBWA\Helsinki Data Analyst
Jesse Korhonen TBWA\Helsinki Campaign Analyst
Anni Lindgren TBWA\Helsinki Copywriter
Mira Sallanko TBWA\Helsinki Project Manager
Leni Vehkaluoto TBWA\Helsinki Communications Specialist
Sofia Kaura-Aho TBWA\Helsinki Communications Specialist
Iman Chellaf TBWA\Helsinki Communications Specialist
Sami Valtere Helsingin Sanomat Design Director
Veera Siivonen Helsingin Sanomat Marketing Director
Kaius Niemi Helsingin Sanomat Senior Editor-in-Chief
Karla Louhelainen Helsingin Sanomat Marketing Manager
Jari Lähteinen TBWA\Helsinki Producer
Petri Siikanen TBWA\Helsinki DOP
Jerry Strengell TBWA\Helsinki Editor
Ville Vihermaa Helsingin Sanomat Producer
Elias Lehto Helsingin Sanomat Service Designer
Hanna Johde Helsingin Sanomat Communications Director
Nelli Oinio Clear Channel Brand Manager
Pia Lojander Clear Channel Campaign Planner
Sampo Koskinen JCDecaux Head of Marketing
Emilia Lindholm JCDecaux Account Manager

Why is this work relevant for Direct?

When two of the worlds most powerful people, presidents Trump and Putin, arrive in your country sending them a direct message is tricky. This is why we decided to use outdoor advertising in an innovative way. By taking over every outdoor ad space on a route that the convoy would drive along allowed us to get our message across directly to the visiting leaders. By confronting the presidents with this OOH takeover, we could empower both journalists, the media around the world and consumers to take action and join the movement to ensure freedom of the press.


Freedom of the press is one of the corner stones of Helsingin Sanomat, the Nordic’s largest newspaper. Finland also ranks fourth in the World Press Freedom Index. Both presidents Trump and Putin are well known for their turbulent relationship with the media, with Trump outright calling facts fake news and Putin going as far as shutting down all critical media. As the two were about to hold their first official summit in Helsinki, Finland, we had to take action. Our mission was to start a conversation about the importance of freedom of the press in modern democracies. Our objective was to gain as much media coverage as possible. As this was a once in a lifetime opportunity to take a stand for a cause close to Helsingin Sanomat's heart we needed to be as brave as possible. We couldn't be quiet, we needed to challenge the world leaders.

Describe the creative idea

The creative idea was to paint a picture of how the presidents treat the media and news outlets in their respective countries and start a global movement to help preserve freedom of the press. We took over every single outdoor ad space on the route from the airport to the summit. With 300 billboards and digital screens at our disposal we were free to tell the presidents how they have been covered in a land with one of the highest ranks in press freedom. Our headlines were taken directly from the newspaper and translated to both Russian and English to ensure that both presidents could read them as they drove by. In addition to the headlines we decided to welcome the presidents with our campaign message "Mr President, Welcome to the land of free press."

Describe the strategy

Our strategy was to get the attention of the world leaders by using the only media that we knew they would see during their visit. Our message was simple, yet we needed enough coverage to properly convey our point. Our target audience were mainly presidents Trump and Putin but in an expanded sense the media world at large. As the world media outlets were already going to be in Helsinki we decided to give them a reminder of the importance of their jobs by targeting journalists directly at the press centre. We had to hand pick every outdoor location and news headline from thousands of articles. With a deadline of only 16 days from idea to execution we had to act fast. Though the campaign had PR support to help spread our message, it gained traction on it's own as journalists from around the world started spreading our message.

Describe the execution

The campaign consisted of 300 outdoor ads on three routes from the airport to the summit location at the Presidential Palace in downtown Helsinki. Each outdoor ad had a headline that was picked directly from the archives of the newspaper and then translated to Russian and English. With only 16 days from idea to execution time was critical. We had to ensure that our ads would be up and ready along the route for the presidents arrival. Additional challenges came from the fact that the police confiscated every outdoor ad spaces keys two days before the summit and some locations were hesitant to place our message in their facilities. Luckily we managed to get everything up in time and those who were hesitant understood the importance of the campaign. The campaign was supported by a PR push that ended with the campaign getting global recognition in just hours after launch.

List the results

The campaign was covered in over 2 600 articles in 55 countries. It reached over 125 billion people and gained over 1 million social interactions. The amount of earned media gained was 39 times larger than the goals set and the value was 203 times the media budget. New subscriptions grew by 19 % in comparison to the previous year, surpassing the business target by 2 %-units. In addition, B2B sales exceeded business targets by 10 %. Brand preference grew by 33% during the campaign. The campaign ended up becoming a bigger news story than the actual summit itself. It started a movement to help secure press freedom. One example is the Boston Globe initiated slew of editorials published soon after our campaign. As the Economist wrote "The Land of Free Press was a timely reminder of how endangered press freedom is worldwide."

Dreamy and slightly surreal, Ice Skaters for Ikea from CZAR Brussels

Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work. 

How do you make an idea work when your entire media budget is pulled, a week before launch?

The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.

The gin, the city, the song and the search for the special colour of Seville

PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.

Final Entry Deadline: 22 October

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