Eurobest

The Art of Journalism

TBWA\HELSINKI, Helsinki / HELSINGIN SANOMAT / 2017

Awards:

1 Shortlisted Eurobest
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Overview

Entries

Credits

Overview

Background

Helsingin Sanomat is the most influential news media in Finland. Their mission is to stand in the frontline of meaningful journalism against clickbait headlines and fake news.

Our brief was to illustrate the importance of quality journalism in form of a poster campaign and to highlight the different viewpoints to the actual issues our society is facing today.

The budget for the campaign was 65K. The posters were displayed on 300+ OOH billboards around the capital's metropolitan area only. The poster campaign expanded elsewhere as OOH and art exhibitions. On top of this it was showcased in Scandinavia's largest urban art and music festival Flow (sold out to 80 000 people).

Execution

Each of the 12 artist represented different visual genres/crafts; illustrators, graffiti artists, photographers, textile artists, graphic designers, font designers and visual journalists. We gave the most in-depth articles of Helsingin Sanomat into the hands of these artists and they all chose themes that resonated with them the most.

The 13th piece was created by IBM Watson Artificial Intelligence. It analyzed thousands of Helsingin Sanomat articles and then showed us the world today through the eyes of data.

The only given guideline for the artists was to create the work around the iconic outlines of Helsingin Sanomat logo.

What started as a poster/OOH campaign, expanded quickly to digital platforms such as AR and social media. The posters were also on display at art exhibitions. Most importantly, they decorated the streets of Helsinki as urban outdoor exhibitions; they mostly appeared, not on single OOH spaces, but as location take-overs (bus stops etc.).

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2023, HELSINGIN SANOMAT

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