Aw Yeah, Print's Still Got It

Frequent readers of this newsletter (hahah, that's just something we writers like to say so we can pretend we're famous) will remember that just a few days ago I was raving about how much I love the work coming out of TBWA\Helsinki in recent years.

Well I guess I'm not done talking, because they're back at it again today.

This time, the agency in Finland is bringing together two of its clients, retailer HOK-Elanto and newspaper Helsingin Sanomat, for an attention-grabbing and unexpected print ad.

Taking up the newspaper's full front page, the ad uses an optical illusion to create a message that can only be read from six feet away—the recommended distance for interacting in the world of Covid-19.

The ad corresponds with an upcoming easing of Finnish lockdown guidelines and is aimed at keeping residents safely apart once consumer life resumes.

That said, Finns are famously averse to unnecessary social interaction, so one could argue they're preaching to the choir.

Still, it's a great reminder that innovation doesn't have to come in the form of emerging technology or social platforms. Sometimes it's just a great idea for the right medium at the right moment.

Wishing you a weekend of socially distant relaxation,

David Griner
Creative and Innovation Editor, Adweek
David.Griner@Adweek.com

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