| Title | THE UNREADABLES |
| Brand | WORLD VISION |
| Product/Service | HUMANITARIAN WORK HELPING CHILDREN |
| Category |
E01. Standard Sites |
|
Entrant
|
TBWA\HELSINKI, FINLAND
|
|
Idea Creation
|
TBWA\HELSINKI, FINLAND
|
|
Media Placement
|
TBWA\HELSINKI, FINLAND
|
|
Media Placement 2
|
CLEAR CHANNEL Helsinki, FINLAND
|
|
PR
|
TBWA\HELSINKI, FINLAND
|
|
Production
|
TBWA\HELSINKI, FINLAND
|
|
Additional Company
|
WORLD VISION FINLAND Helsinki, FINLAND
|
Credits
| Jyrki Poutanen |
TBWA\Helsinki |
Chief Creative Officer |
| Laura Paikkari |
TBWA\Helsinki |
Creative Director |
| Paula Sonne |
TBWA\Helsinki |
Head of Communications |
| Annika Wikstén |
TBWA\Helsinki |
Account Director |
| Jenni Karsten |
TBWA\Helsinki |
Project Manager |
| Jukka Mannio |
TBWA\Helsinki |
Senior Creative |
| Jukka Mannio |
TBWA\Helsinki |
Senior Creative |
| Iida Korhonen |
TBWA\Helsinki |
Creative |
| Riina Uljala |
TBWA\Helsinki |
Creative |
| Katariina Ollari |
TBWA\Helsinki |
Creative |
| Iida Sarpaniemi |
TBWA\Helsinki |
Designer |
| Saana Simander |
TBWA\Helsinki |
PR Strategist |
| Ellen Lindbom |
TBWA\Helsinki |
Junior Communications Specialist |
| Erika Rajaharju |
TBWA\Helsinki |
PR & Insights Trainee |
| Sofia Heinonen |
TBWA\Helsinki |
Project Management Trainee |
| Anna Pollari |
World Vision Finland |
Communications Manager |
| Sini Tiensuu |
World Vision Finland |
Marketing Manager |
| Ville Bergman |
Clear Channel |
Sales Director |
Cultural / Context information for the jury
A child in developing countries is an underdog when it comes to security, equality, safety, wealth and dreams. There is a way to systematically solve this problem: Literacy. In Western countries the ability to read is often taken for granted when in fact 770 million people, most located in developing countries, lack access to that basic skill.
However, without a personal touchpoint, the concept of illiteracy can be hard to grasp. This leads to the fact that people find it hard to empathize with the cause. Therefore, World Vision Finland decided to demonstrate the experience of illiteracy through unreadable ads that took over major cities in Finland.
Please outline the innovative elements of the work
When it comes to advertising copies, copywriters have an important task to make sure that the campaign tells a coherent story and makes sense to anyone encountering the campaign. To raise awareness on an important issue and strengthen World Vision Finland’s brand position this important task was thrown out the window: the only goal for the copies was to make sure that absolutely no one can make sense of them.
Another innovative aspect to the campaign is that it in fact took over outdoor advertising spaces in 20 Finnish cities with 800 unique advertising spaces making it a nationwide takeover that could not be missed. What makes it even bigger is that these 800 spaces belonged to 20 different Finnish companies who were willing to give up their campaign for a good cause.