2020 Print & Publishing

KEEPING IT SAFE. FROM A DISTANCE.

Short List
TitleKEEPING IT SAFE. FROM A DISTANCE.
BrandHOK-ELANTO
Category D04. Social Behaviour
Product/ServiceHOK-ELANTO
Entrant TBWA\HELSINKI, FINLAND
Idea Creation TBWA\HELSINKI, FINLAND
Media Placement CARAT Helsinki, FINLAND
Credits
Name Company Position
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

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.

Please tell us about the social behaviour that inspired the work

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. But even the Finns had some problems keeping distances safe when meeting each other there where it was still possible - like in grocery stores. HOK-Elanto, one of Finland’s biggest grocery retailers, communicated actively to its customers to keep a minimum of six-feet distance when shopping, but it soon appeared that the in-store signs and floor stickers alone weren’t enough. People kept behaving like there was no pandemic at all - at least partly because the recommended safety distance was maybe too abstract a thing to understand and assume in itself.