| Title | CLIMATE PEN |
| Brand | HELSINGIN SANOMAT |
| Product/Service | NEWSPAPER |
| Category |
B02. Publications and Brand Collateral |
|
Entrant
|
TBWA\HELSINKI, FINLAND
|
|
Idea Creation
|
TBWA\HELSINKI, FINLAND
|
|
Idea Creation 2
|
HELSINGIN SANOMAT Helsinki, FINLAND
|
|
Media Placement
|
HELSINGIN SANOMAT Helsinki, FINLAND
|
|
PR
|
TBWA\HELSINKI, FINLAND
|
|
Production
|
TBWA\HELSINKI, FINLAND
|
|
Post Production
|
TBWA\HELSINKI, FINLAND
|
|
Additional Company
|
VTT TECHNICAL RESEARCH CENTER LTD Espoo, FINLAND
|
|
Additional Company 2
|
HT LASER Keuruu, FINLAND
|
|
Additional Company 3
|
MECAPLAN Vantaa, FINLAND
|
|
Additional Company 4
|
NORDIC OFFSET HELSINKI, FINLAND
|
Credits
| Niina Käkelä |
Helsingin Sanomat |
Brand & Content Marketing Manager |
| Veera Siivonen |
Helsingin Sanomat |
VP, Portfolio development and Marketing |
| Tuomas Jääskeläinen |
Helsingin Sanomat |
Art Director |
| Karla Louhelainen |
Helsingin Sanomat |
Marketing Manager |
| Kaius Niemi |
Helsingin Sanomat |
Senior Editor-in-Chief |
| Jyrki Poutanen |
TBWA\Helsinki |
Chief Creative Officer |
| Erno Reinikainen |
TBWA\Helsinki |
Creative Director |
| Aki Toivonen |
TBWA\Helsinki |
Creative Strategist |
| Matti Virtanen |
TBWA\Helsinki |
Art Director |
| Sami Kelahaara |
TBWA\Helsinki |
Art Director |
| Martta Kallio |
TBWA\Helsinki |
Senior Copywriter |
| Lauri Gran |
TBWA\Helsinki |
Creative |
| Tuomas Perälä |
TBWA\Helsinki |
Senior Copywriter |
| Noora Murremäki |
TBWA\Helsinki |
Executive Account Director |
| Juhana Hokkanen |
TBWA\Helsinki |
Innovation Director |
| Umberto Onza |
TBWA\Helsinki |
Lead Designer |
| Rosa Kojonkoski |
TBWA\Helsinki |
Project Manager |
| Henrietta Tastula |
TBWA\Helsinki |
Content Producer |
| Mikko Pietilä |
TBWA\Helsinki |
Executive Creative Director |
| Markus Nieminen |
TBWA\Helsinki |
Content Director |
| Jesse Korhonen |
TBWA\Helsinki |
Planner |
| Ville Ruokonen |
TBWA\Helsinki |
Planner |
| Calle Mosander |
TBWA\Helsinki |
Art Director |
| Fanny Haga |
TBWA\Helsinki |
Photographer |
| Anssi Mahlamäki |
TBWA\Helsinki |
Motion Designer |
| Mikko Kuoppasalmi |
TBWA\Helsinki |
Editor |
| Tuukka Tikkanen |
TBWA\Helsinki |
Production Manager |
| Pekka Raittila |
TBWA\Helsinki |
Senior Developer |
| Aleksi Pitkänen |
TBWA\Helsinki |
Developer |
| Tommi Selander |
TBWA\Helsinki |
Developer |
Background
Helsingin Sanomat is the leading newspaper in Finland, and largest in the Nordics by subscriptions. Its purpose is to make important matters interesting to the public and act as a counter-power to indifference. Within that role, it also has an essential societal role in holding those in power to their responsibilities.
We’re living the hottest era of recorded history and the threat climate change poses on life on our planet is undeniable. While people are making smaller and bigger changes in their daily lives, the real impact in mitigating greenhouse gas emissions resides in political decision-making. That’s why in the fall of 2019, Helsingin Sanomat wanted to encourage politicians to make concrete decisions for mitigating climate change.
Describe the creative idea (40% of vote)
The pen has always been the journalists’ weapon of choice in bringing about change in the world, but only in policy-makers’ hands it has the power to truly fight climate change. So, Helsingin Sanomat decided to present decision-makers with a pen, but not just any pen. For the gift to work as intended, it needed to be a tangible reminder of the acute state or our planet. Enter the Climate Pen – A pen designed to resemble coal, with ink made of carbon dioxide, given to decision-makers as a call for climate action.
In September 2019, the pens were donated to Finnish MPs and G20 leaders. A multi-media advertising campaign was built around the donation, consisting of print, TV and digital advertising.
Describe the execution (40% of vote)
The pen’s ink was produced from carbon dioxide by decomposing its molecules into carbon and oxygen atoms with intense heat. The resulting carbon black was then mixed with water and arabic gum thus producing the finished custom ink.
The pen itself was designed to resemble a piece of coal through shape and coating related design choices: The shape was inspired by the polygonal structures naturally present in coal, while maintaining an ergonomic grip when used. The black, grained and shockproof coating furthered the association.
To minimize conflicts with sustainability considerations, the design was made reusable with interchangeable ink capsules. The mechanics were ordered made-to-measure, allowing the construction of a simple opening and closing mechanism. The pens were 3D printed from recycled aluminum, reflecting the high quality and dignity of the pen. This ensured both durability and longevity.
A total of 250 Climate Pens were produced. All production emissions were compensated.
List the results (20% of vote)
The campaign gained 25 million impressions in earned reach* and generated a 2,5-fold increase in the willingness to buy towards the Helsingin Sanomat brand compared to annual average**.
The campaign was highly noted in its direct target group, the policy-makers. A number of Finnish MPs noted the gift on social media, and Mr. Emmanuel Macron sent a personal thank you letter to Kaius Niemi, The Senior Editor-in-Chief of Helsingin Sanomat.
More importantly, the Climate Pen encouraged Jari Myllykoski, MP at the Finnish Left Alliance, to sign an initiative aiming to increase the amount of carbon sinks, i.e. forests and vegetation, in Finland.
*Source: Meltwater
** Source: YouGov continuous brand measurement / willingness to buy / under 45-year-olds target group