Outdoor > Culture & Context

CITY SKIS

TBWA\HELSINKI, Helsinki / CITY OF LAHTI / 2021

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Please tell us about the social behaviour that inspired the work

Cross-country skiing is an immensely popular pastime in Lahti, and elsewhere in Finland. 2.2 million people (40% of the population) go skiing at least once every winter and approximately 1 million do it more regularly. As climate change advances, the loss of snowy winters is a major concern for many Finns, with ‘save our winters’ becoming a rallying call for many winter sport lovers.

Urban bike shares are out of use in Finland from November to March because of the winter weather. It’s not entirely uncommon to see a few individuals take to city streets on skis after a major snowfall. This is quite rare and often reported as light news stories. We turned this funny occurrence into a real mobility service and outdoor experience.

Finns are known for their honesty, so the whole program was based on trust. Only one user did not return their equipment after use.

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