Keeping it safe. From a Distance
HOK-Elanto
Issue 55 | June 2020
Agency
TBWA\Helsinki
Creative Team
Chief Creative Offcer Jyrki Poutanen Creative Director Joni Furstenborg Junior Art Director Ville Rutanen Copywriter Roni Regnér
Production Team
Creative Technologist Juhana Hokkanen Junior Communication Specialist Saana Sundberg Data & Insights Trainee Ellen Lindbom
Other Credits
Executive Account Director Taneli Mattelmäki Account Manager Anette Michelsson Media agency Carat Finland Media Innovations Director Juha Halmesvaara Strategic Planner Anssi Soini Client Director of Communications and Marketing Tuomas Ahola
Date
May 2020
Background
Towards the end of May and heading into June 2020, governments around the world were planning to lift restrictions gradually. As people emerged from lockdown, it was important to remind Finns that keeping their distance from each other was still crucial.
Idea
HOK-Elanto, one of Finland’s biggest retailers, had been consistent in talking about safety while shopping. As restrictions were lifted, they ran an ad on the front page of the country’s biggest newspaper, Helsingin Sanomat. The headline, hidden in the type, could not be read at arm’s length but only from a safe distance.
Results
Unknown
Our Thoughts
In his piece on pages 11-15, Henry Newrick observes that the pandemic has made us realise that we rely almost entirely on digital communications to get by. Not entirely true. Newspapers have continued to publish. And there are some things print does particularly well, as this ad demonstrates.