Title	PERSONAL SPACE
Brand	NISSAN
Product/Service	NISSAN AUTOMATIC DISTANCE CONTROL
Category	D05. Cultural Insight
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

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.