Cannes Lions
McCANN, Helsinki / SUOMISANAKIRJA.FI / 2015
Overview
Entries
Credits
Description
Studies show that us Finns are using less than 5% of our rich and unique vocabulary.
Sadly a significant part of that is either english abbreviations or loan words.
Execution
A unique code was scripted to tie in pre-written poem-templates and randomly picked
rhyme-wrords /according to the name entered) from the online dictionary; a bank of poem
templates was created. Then a code completed the poems by adding words from the online
dictionary that would rhyme with the users names.
This automatic poem generator called 'You're A Poem' was released on a National Poem Day.
Over the weekend it generated over one million unique and obscurely funny name-poems that
were widely shared and picked up by the national media.
Outcome
'Your're A Poem' made the domestic online dictionary suomisanakirja.fi a hot topic for weeks and
proved the beauty and richness of the Finnish language.
Over the release weekend:
1 236 517 poems
269 352 unique visitors
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