Title	KEEPING IT SAFE. FROM A DISTANCE.
Brand	HOK-ELANTO
Product/Service	HOK-ELANTO
Category	B01. Innovative and Adapted Use of Print & Publishing
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

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 keep physical distance to each other all the time, didn’t understand 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.

Please outline how the work was adapted, modified or was innovative

Traditionally the front page of Helsingin Sanomat, the biggest newspaper in Finland, has been a limelight medium for traditional advertising - the place for big manifestos, campaign launches and for those messages aimed at “all Finnish people”. The latter was the case with this work also, but the way how the message was delivered was everything but traditional. Instead of just telling Finns to “keep a safe distance when doing grocery shopping” in the headline, this interactive ad actually forces it’s reader to take some distance to be able to read that headline. When the reader looks at the print from a reading distance it appears to be blurry. To be able to read it, you have to back up to six feet - the recommended safety distance. The impression of blurriness was created by using an optical illusion relying on visual patterns.