KEEPING IT SAFE. FROM A DISTANCE.
| Title | KEEPING IT SAFE. FROM A DISTANCE. |
| Brand | HOK-ELANTO |
| Product/Service | HOK-ELANTO |
| Category |
B03. Print & Publishing |
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Entrant
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TBWA\HELSINKI, FINLAND
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Idea Creation
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TBWA\HELSINKI, FINLAND
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Media Placement
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CARAT Helsinki, FINLAND
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Credits
| Ville Rutanen |
TBWA Helsinki |
Junior Art Director |
| Joni Furstenborg |
TBWA Helsinki |
Creative Director |
| Juha Halmesvaara |
Carat |
Account Director |
| Juhana Hokkanen |
TBWA\Helsinki |
Innovation Director |
| Ellen Lindbom |
TBWA\Helsinki |
Data & Insight Trainee |
| Taneli Mattelmäki |
TBWA Helsinki |
VP, Retail |
| Anette Michelsson |
TBWA Helsinki |
Account Manager |
| Tuomas Perälä |
TBWA\Helsinki |
Copywriter |
| Jyrki Poutanen |
TBWA Helsinki |
Chief Creative Officer |
| Roni Regnér |
TBWA Helsinki |
Copywriter |
| Erno Reinikainen |
TBWA\Helsinki |
Creative Director |
| Saana Sundberg |
TBWA\Helsinki |
Junior Communication Specialist |
| Anssi Soini |
Carat |
Planner |
| Tuomas Ahola |
HOK-Elanto |
Marketing Director |
| Mikko Pietilä |
TBWA\Helsinki |
Executive Creative Director |
Cultural / Context information for the jury
Keeping distance is rooted in Finnish DNA. Even before the covid-19 crisis, we’ve seen images of Finns waiting at bus stops 6 feet apart. When governments around the world were starting to gradually lift restrictions, it was important to remind even the Finns that keeping the distance is still crucial. Although HOK-Elanto, one of Finland’s biggest grocery retailers, communicated actively to its customers to keep a safe distance when doing shopping, it soon appeared that the in-store signs and floor stickers alone didn’t get the wanted message through as powerfully as wanted. Even the Finns, who are used to keeping physical distance to each other all the time, had problems understanding how much the recommended safety distance actually was - without the power of example.
Translation. Provide a full English translation of any text.
Take some distance and you'll notice a message below.
KEEPING IT SAFE.
FROM A DISTANCE.
Welcome shopping. Safely.
Tell the jury about the art direction.
Our insight was that while it is easy to talk about safe distancing the recommended distance appears to be difficult to perceive in practice. We wanted to create an execution that would teach and make you experience the new standard of personal space in the era of Covid. We took a traditional medium, newspaper and turned it into an experiential advertisement.
By exploiting anatomical feature of the eye we created a pattern with a hidden word phrase. The pattern was based on the advertisers logo that is familiar to every Finn. From close up pattern appeared to be blurry but from six feet away could be clearly readable.
By placing the ad on the front page of the biggest newspaper in Finland it got the wanted attention. Just by walking past the newspaper stand you would be involved in interacting with the ad.