Demo Film

Presentation Image

Title	THE CLIMATE CRISIS FONT
Brand	HELSINGIN SANOMAT
Product/Service	HELSINGIN SANOMAT
Category	A01. Brand & Communications Design
Entrant	TBWA\HELSINKI, FINLAND
Idea Creation	TBWA\HELSINKI, FINLAND
Idea Creation 2	HELSINGIN SANOMAT Helsinki, FINLAND
Idea Creation 3	EINO KORKALA Helsinki, FINLAND
Media Placement	HELSINGIN SANOMAT Helsinki, FINLAND
PR	TBWA\HELSINKI, FINLAND
PR 2	HELSINGIN SANOMAT Helsinki, FINLAND
Production	TBWA\HELSINKI, FINLAND
Production 2	EINO KORKALA Helsinki, FINLAND

Name	Company	Position
Kaius Niemi	Helsingin Sanomat	Senior Editor-in-Chief
Niina Käkelä	Helsingin Sanomat	Brand & Content Marketing Manager
Tuomas Jääskeläinen	Helsingin Sanomat	Art Director
Heidi Björklöf-Mattila	Helsingin Sanomat	VP, Portfolio development and Marketing
Ville Vihermaa	Helsingin Sanomat	Producer
Jyrki Poutanen	TBWA\Helsinki	Chief Creative Officer
Erno Reinikainen	TBWA\Helsinki	Executive Creative Director
Matti Virtanen	TBWA\Helsinki	Art Director
Aki Toivonen	TBWA\Helsinki	Creative Strategist
Noora Murremäki	TBWA\Helsinki	Executive Account Director
Martta Kallio	TBWA\Helsinki	Copywriter
Rosa Kojonkoski	TBWA\Helsinki	Project Manager
Mikko Pietilä	TBWA\Helsinki	Executive Creative Director
Nelli Immonen	TBWA\Helsinki	Junior Art Director
Juhani Ylitalo	TBWA\Helsinki	Copywriter
Daniel Coull	Daniel Coull	Type Designer
Eino Korkala	Eino Korkala	Type Designer
Sami Kelahaara	TBWA\Helsinki	Art Director
Otto Kilpiö	TBWA\Helsinki	Copywriter
Juhana Hokkanen	TBWA\Helsinki	Innovation Director
Joonas Vähäkallio	TBWA\Helsinki	Junior Art Director
Umberto Onza	TBWA\Helsinki	Lead Innovation Designer
Saana Simander	TBWA\Helsinki	Content Strategist
Pekko Pistokoski	TBWA\Helsinki	Copywriter
Juha-Matti Raunio	TBWA\Helsinki	Vice President, Innovations
Milla Leisti	TBWA\Helsinki	Account Director
Markus Nieminen	TBWA\Helsinki	Content Director
Viggo Höllander	TBWA\Helsinki	Digital Designer
Aleksi Pitkänen	TBWA\Helsinki	Developer
Tommi Selander	TBWA\Helsinki	Graphic Designer
Juho Ojala	TBWA\Helsinki	Planner
Jesse Korhonen	TBWA\Helsinki	Planner
Pekka Raittila	TBWA\Helsinki	Developer
Jenni Karsten	TBWA\Helsinki	Project Manager
Erika Rajaharju	TBWA\Helsinki	PR & Insights Trainee
Tuukka Laitinen	Skål Helsinki	Motion Graphic Designer

Cultural / Context information for the jury

The primary mission of newspaper Helsingin Sanomat is to help its readers understand the world better. Climate change and its impact is strongly present in the paper’s reporting but since the discussion surrounding the phenomenon has been going on for decades, it is easy for readers to become desensitized to the situation. The coronavirus pandemic has proven that when faced with an imminent threat, humanity can take swift action. However, a slowly-progressing complex entity like climate change is too hard to grasp to trigger the same effect in scale. There is a need to find new and pattern-breaking ways of communicating about climate change and its implications.

Tell the jury about the typography.

The font’s design relies strongly on data and what it represents. The design is based on the metaphor of disappearing ice sheets with each character melting away as the weight changes from heavy to light. The data was implemented into the design by assigning the 1979 NSIDC data point as the base level for the heaviest weight. The following data points would then determine the specific design in relation to the base level. For instance, the 1990 weight melts away as much as the Arctic Sea ice extent had diminished from 1979 to 1990. Thus, the lightest weight, 2050, represents a mere 30 % area of the base value, as predicted by the IPCC report. The OpenType variable font technology allowed the design to follow this data seamlessly from heavy to light. Helsingin Sanomat has used the font in its climate-related reporting and it is available for anyone to use.