CITY SKIS – THE WORLD'S FIRST URBAN SKI SHARE
| Title | CITY SKIS – THE WORLD'S FIRST URBAN SKI SHARE |
| Brand | THE CITY OF LAHTI |
| Product/Service | EUROPEAN GREEN CAPITAL 2021 |
| Category |
E02. Ambient Outdoor |
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Entrant
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TBWA\HELSINKI, FINLAND
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Idea Creation
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TBWA\HELSINKI, FINLAND
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Media Placement
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TBWA\HELSINKI, FINLAND
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Media Placement 2
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CITY OF LAHTI Lahti, FINLAND
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PR
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TBWA\HELSINKI, FINLAND
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Production
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TBWA\HELSINKI, FINLAND
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Production 2
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CITY OF LAHTI Lahti, FINLAND
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Credits
| Jyrki Poutanen |
TBWA\Helsinki |
Creative Direction |
| Mikko Pietilä |
TBWA\Helsinki |
Creative Direction |
| Markus Nieminen |
TBWA\Helsinki |
Creative Direction |
| Maria Kuorikoski |
TBWA\Helsinki |
Creative, copywriter |
| Tuomas Karvonen |
TBWA\Helsinki |
Creative, content strategy |
| Teemu Lappalainen |
TBWA\Helsinki |
Art Direction |
| Jenni Mällinen |
TBWA\Helsinki |
Art Direction |
| Tommi Selander |
TBWA\Helsinki |
Graphic Designer |
| Ella Komulainen |
TBWA\Helsinki |
Account Director |
| Maija Naumanen |
TBWA\Helsinki |
Project management |
| Paula Sonne |
TBWA\Helsinki |
PR |
| Sara Pitzén |
TBWA\Helsinki |
PR |
| Saana Simander |
TBWA\Helsinki |
PR |
| Ville Hackzell |
TBWA\Helsinki |
Video editor |
| Aku Koskinen |
TBWA\Helsinki |
DoP |
| Johanna Tarvainen |
TBWA\Helsinki |
Video production |
Cultural / Context information for the jury
Lahti is a city of 120,000 residents in southern Finland. It’s the smallest ever city to win the title of European Green Capital. It regularly hosts international skiing events, is a seven-time host city of the FIS Nordic World Ski Championships, and is considered the unofficial skiing capital of Finland.
Disappearing snow is the most visible reminder of climate change in Finland. In Southern Finland, where Lahti is located, winters have already lost a month of snow coverage to climate change. As a result, "save our winters" has become a popular rallying cry for climate action.
Skiing is immensely popular in Finland. It's even a mandatory school sport. Claiming the city for this threatened activity to gain awareness for Lahti's sustainability, the importance of sustainable transport turned every participant an advocate for a cause important to everyone: saving our winters.
Please outline the innovative elements of the work
By setting up the world's first urban ski sharing program, we claimed the streets of Lahti for our message of taking climate action to save Nordic winters. By setting up a real public transport service, people got to experience the message firsthand and become messengers themselves. The work itself consists of a number of elements: the sharing points, the ski trails made onto the city streets and of course the skiers.
Spreading across the city, it became a highly visible tool for launching the Green Capital year to locals and made Lahti famous internationally. It also acted as a media platform for the city's representatives and served as a great conversation starter as evidenced by the extent of earned media it generated.