KEEPING IT SAFE. FROM A DISTANCE.
| Title | KEEPING IT SAFE. FROM A DISTANCE. |
| Brand | HOK-ELANTO |
| Product/Service | HOK-ELANTO |
| Category |
D07. Corporate Purpose & Social Responsibility |
|
Entrant
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TBWA\HELSINKI, FINLAND
|
|
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 |
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 how the brand purpose inspired the work
HOK-Elanto, one of the biggest grocery retailers in Finland, is a cooperative owned by its customers and by this its social responsibility towards society means also loyalty towards its stakeholders. And when the COVID-19 hit society, this responsibility was further emphasized. Responsibility of providing groceries to Finns in the middle of crisis too and the responsibility of making the circumstances of daily shopping as safe as possible. HOK-Elanto communicated actively about its safety recommendations and actions with in-store signs and floor stickers but in addition to this, it wanted to provide some concrete help to its customers. Instead of just telling to keep a safe distance when shopping, HOK-Elanto wanted every Finn to try the recommended distance themselves - by publishing an ad that is readable only from six-feet away. In the front page of Finland’s biggest newspaper.