Title	PRISMA TRIPLA INCLUSIVE OUTDOOR
Brand	PRISMA
Product/Service	PRISMA
Category	F05. Cultural Insight
Entrant	HOK-ELANTO Helsinki, FINLAND
Idea Creation	TBWA\HELSINKI, FINLAND
Media Placement	CARAT Helsinki, FINLAND

Name	Company	Position
Sami Kelahaara	TBWA Helsinki	Art Director
Martta Kallio	TBWA Helsinki	Copywriter
Jyrki Poutanen	TBWA Helsinki	Chief Creative Officer
Joni Furstenborg	TBWA Helsinki	Creative Director
Taneli Mattelmäki	TBWA Helsinki	VP, Retail
Anni Tammenaho	TBWA Helsinki	Project Manager
Jerry Strengell	TBWA Helsinki	Editor
Ville Ruokonen	TBWA Helsinki	Junior Planner
Henrietta Tastula	TBWA Helsinki	Content Producer
Viggo Holländer	TBWA Helsinki	Digital Designer
Roni Regnér	TBWA Helsinki	Copywriter
Hanna Karlsson	TBWA Helsinki	Designer
Rosa Seppälä	TBWA Helsinki	Designer
Anette Michelsson	TBWA Helsinki	Account Manager
Tuomas Ahola	HOK-Elanto	Marketing Director
Teija Järvinen	SOK	Brand Manager
Minni Jaakola	SOK Media	Brand Manager
Tuula Rajamäki	SOK Media	Project Manager
Sonja Schalin	SOK Media	Other Credits
Johanna Koskela	SOK Media	Media Manager
Laura Turunen	SOK Media	Other Credits
Tuukka Laitinen	SOK Media	Other Credits
Veli-Pekka Ojamaa	Carat	Account Director
Kaisa Rissanen	Carat	Account Manager
Juha Halmesvaara	Carat	Account Director
Lauri Toivonen	SOK media	SVP Marketing
Eesu Lehtola	Eesu Lehtola	Animation
Mikko Pietilä	TBWA\Helsinki	Executive Creative Director

Please tell us about the cultural insight that inspired the work

Finland, like the rest of Europe, had seen a surge in far right views and anti-immigrant sentiment in the past decade. Yet the proportion of foreign nationals was on a continuous rise and cities were becoming more and more multicultural. As the extremist right wing was loudly condemning immigrants, it seemed that it was the big brands’ turn to raise their voice and make all nationals feel safe and welcome. Although many claimed to be on the side of equality, few incorporated it as actions in their everyday business. And no brands in Finland had addressed the question of language as a means to build bridges.