Cannes Lions

YOU ARE A POEM

McCANN, Helsinki / SUOMISANAKIRJA.FI / 2015

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Case Film
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Overview

Entries

Credits

Overview

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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