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Finnish newspaper, Helsingin Sanomat, wanted to create a campaign that distinguished the brand from free online competitors by focussing on its quality journalism.
Through its online subscription service, Helsingin Sanomat's readers are given the opportunity to read stories from different angles, and so the resulting ad campaign wanted to allow people to have the same experience.
Working in close collaboration with Clear Channel Finland, the Outdoor execution utilised CC Finland's digital OOH network in shopping malls and incorporated interactive motion sensor technology. As the user physically moves around the display, the creative content on the screen also moves and reacts, revealing different perspectives on the same story - in this case, the birth of a child.