| Title | THE LAND OF FREE PRESS |
| Brand | HELSINGIN SANOMAT |
| Product/Service | HELSINGIN SANOMAT |
| Category |
E01. Standard Sites |
|
Entrant
|
TBWA\HELSINKI, FINLAND
|
|
Idea Creation
|
TBWA\HELSINKI, FINLAND
|
|
Idea Creation 2
|
HELSINGIN SANOMAT Helsinki, FINLAND
|
|
Media Placement
|
TBWA\HELSINKI, FINLAND
|
|
PR
|
TBWA\HELSINKI, FINLAND
|
|
PR 2
|
HELSINGIN SANOMAT Helsinki, FINLAND
|
|
Production
|
TBWA\HELSINKI, FINLAND
|
Credits
| 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 |
Write a short summary of what happens in the ambient or digital execution or campaign.
The campaign was an innovative and direct outdoor execution targeted at two of the most powerful people in the world. The idea of the campaign was to highlight the importance of press freedom during the first official summit between presidents Trump and Putin.
It consisted of 300 billboards along routes from the airport to the location of the summit in the Presidential Palace. Every single available billboard and piece of outdoor media along the route was used in the execution. Each billboard had a message taken directly from the archives of the newspaper, with actual headlines acting as our messages. The headlines were translated into both Russian and English to ensure that the visiting leaders could read and understand our message. An additional message was written to drive home the main message of the campaign, it read "Mr President, Welcome to the land of free press."
Cultural/Context information for the jury
Finland is one the highest ranking countries when it comes to press freedom. Helsingin Sanomat is the leading newspaper in Finland and hence the spearhead of quality journalism.
Presidents Trump and Putin are known for their volatile relationships with the media. So when the first official summit between the two was announced to be held in Helsinki, Finland, Helsingin Sanomat wanted to take a stand and prove to the presidents, that in Finland the media isn't the lapdog of any regime.
This is why we took over 300 billboards on three possible routes from the airport to the Presidential Palace in downtown Helsinki.
Every headline was taken directly from the newspaper and then translated into English and Russian to insure that the message would come across.