Category B02. Microsites
Entrant STAART Helsinki, FINLAND
Idea Creation STAART Helsinki, FINLAND
Name Company Position
Juuso Kemi Staart Oy Creative director
Sami Valtere Helsingin Sanomat Design Director
Hanna Syrjälä Helsingin Sanomat Journalist
Elisa Bestetti Helsingin Sanomat Graphic designer
Timo Myllymäki Helsingin Sanomat Graphic designer
Jussi Pohjola Staart Oy COO
Juha Laitinen Staart Oy CEO


Aimless internet browsing and multitasking affect concentration and memory and are a real health issue. Helsingin Sanomat, the leading Finnish daily newspaper, wanted to highlight the issue and raise awareness about the subject.

Describe the strategy

Helsingin Sanomat wanted to demonstrate this issue to readers using their own personal experience. We wanted to lift the whole reading experience by getting rid of all possible distractions that customers face in reading online articles. So, no facebooking, no googling or twittering this time. Just pure journalism.

Describe the execution

An online article that you can only view by going offline. Helsingin Sanomat wrote an online article titled “At your ease”, which was an investigative story about the effects of multitasking and lack of focus. The catch was that you couldn’t read the article without shutting down your internet connection first. When you landed on hs.fi/takeiteasy you were guided to turn on your device’s offline mode. And when you went offline, the article opens. And when you go back online, the article disappears.

List the results

The article was viewed more than 150 000 times in a week (that's 5900 % more readers than an average article on HS.fi) and it was the week’s most-read article on HS.fi. But most of all: it made people stop, think and focus on quality journalism. And that's what Helsingin Sanomat is all about.

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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