2020 Print & Publishing

PERSONAL SPACE

Short List
TitlePERSONAL SPACE
BrandNISSAN
Category D05. Cultural Insight
Product/ServiceNISSAN AUTOMATIC DISTANCE CONTROL
Entrant TBWA\HELSINKI, FINLAND
Idea Creation TBWA\HELSINKI, FINLAND
Media Placement OMD FINLAND Helsinki, FINLAND
PR TBWA\HELSINKI, FINLAND
Production TBWA\HELSINKI, FINLAND
Post Production FLC Helsinki, FINLAND
Credits
Name Company Position
Jyrki Poutanen TBWA\Helsinki Chief Creative Officer
Erno Reinikainen TBWA\Helsinki Creative Director
Mikko Pietilä TBWA\Helsinki Executive Creative Director
Antti Nykänen TBWA\Helsinki Senior Account Manager
Sanna Berndtson TBWA\Helsinki Account Director
Tuomas Perälä TBWA\Helsinki Senior Copywriter
Jukka Aaltonen TBWA\Helsinki Junior Art Director
Pekko Pistokoski TBWA\Helsinki Copywriter
Maria Kuutsa TBWA\Helsinki Social Content Strategist
Juhana Hokkanen TBWA\Helsinki Innovation Director
Marina Nosko TBWA\Helsinki Junior Production Art Director
Jesse Korhonen TBWA\Helsinki Planner
Melissa Kuitunen TBWA\Helsinki Content Producer
Hanna Heikkilä TBWA\Screen Producer
Fanny Haga TBWA\Screen Photographer
Ville Hackzell TBWA\Screen Photographer's assistant
Petra Rauhala OMD Finland Account Manager
Karo Karhunen OMD Finland Senior Specialist
Tommi Tappola OMD Finland Social Media Specialist
Kasimir Häiväoja FLC HELSINKI Senior Post-Producer

Translation. Provide a full English translation of any text.

Automatic Distance Control. Approved by Finns.

Please tell us about the cultural insight that inspired the work

Personal space is no laughing matter in Finland. In Aarhus University’s research of personal space, they discovered that Finns kept a significantly larger distance to strangers than other nationalities. When Finns wait for their buses, the crowd typically disperses as much as humanly possible. This weird cultural trait is well documented in memes and pictures circulating online. Shot by amused passers-by, they feature a typical morning or evening commute scene, with Finns standing at regular intervals avoiding all interaction. These Internet memes inspired us to use the bus stop scenes to highlight the Automatic Distance Control that regulates safety distance on the road.