Title	KEEPING IT SAFE. FROM A DISTANCE.
Brand	HOK-ELANTO
Product/Service	HOK-ELANTO
Category	D04. Social Behaviour
Entrant	TBWA\HELSINKI, FINLAND
Idea Creation	TBWA\HELSINKI, FINLAND
Media Placement	CARAT Helsinki, FINLAND

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
Mikko Pietilä	TBWA\Helsinki	Executive Creative 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.