BACKGROUND AND BRIEF
Political tensions are creating prejudice between people, leading to a more divided world. At the same time, Finnair and Helsinki Airport have been connecting cultures for 35 years via Helsinki, the midway point between East and West.
To encourage people to travel despite the tumultuous situation, we had to communicate our expertise in connecting East and West, both physically and culturally. We had to show how smooth it is to travel with Finnair while strengthening the "via Helsinki Airport" concept as a connecting point. The more people hear and write about traveling via Helsinki, the better it is for future business, and cultural inclusion around the world.
THE CREATIVE IDEA
To show the importance of traveling in overcoming prejudice, we gave a voice to both sides of the story. Using storytelling as a universal language, we made a short film about fighting prejudice and finding a connection between cultures. The film has two directors, one from the East and one from the West, showing two different point-of-views, merging into a beautiful story.
We designed everything around the movie as a feature film campaign. We launched it with a teaser trailer and a press release a month before the premiere. The main trailer was followed by various social media content to increase the hype around the film release. We directed the users to the campaign site, the hub of the content. Our main PR efforts concentrated on the premiere, where we invited the most important news outlets. We kept the interest high by sharing different media and user reviews on social media and entering the film to film festivals.
THE FILM SYNOPSIS
S.P. Novak is a famous American sci-fi writer with a little secret: no one knows who she is. She is about to get her portrait taken for the first time by one of her biggest fans, Johnny, a talented photographer from Seoul. The photoshoot takes place in Helsinki, but things don’t go as planned... East and West Side Story is an experimental short film about fighting prejudice and finding a connection between two people and cultures.
THE FILM PREMIERE
The movie premiered in an exclusive event at Helsinki Airport, where we turned an aircraft hanger into a movie theater for one night. We brought together influencers, journalists and other guests from East and West to watch the film, write reviews and share their experiences. Our main PR efforts concentrated here as well, as many of the most important news outlets were at the premiere.
A SPECIAL MOVIE THEATER
The film is running in a custom built movie theater at Helsinki Airport, creating a different experience that would bring passengers together in an innovative way. Cinema in HEL is the world’s first cinema where two people are needed to watch a film. East and West Side Story has driven the concept behind it: the two cinema seats are equipped with micro tactile switches: only when both seats are taken the lights dim, and the movie starts. The interior is painted with what is known as Black 2.0, a paint that reflects almost no light. The Black 2.0 paint creates a visual effect that makes the small environment feel like an enormous area with almost no limits.
Cinema in HEL can be found at gate 33, in the Non-Schengen area of Helsinki Airport, probably the most international spot in Finland.
This amazing case was a result of great co-operation with Finnair and Finavia, Mirum Agency & TBWA.
Toimisto: Mirum Agency Oy
Toimiston kotisivu: http://www.mirumagency.com
Asiakas: Finnair & Finavia
Asiakkaan toimiala: Matkailu: Lentoyhtiöt ja lentomatkustaminen
Työn saamat palkinnot: Kyseessä ei ole kilpailutyö
"Superskills on tarjonnut meille mahdollisuuden kisata tasavertaisesti isompien toimistojen rinnalla. Se mahdollistaa meille helpon ja nopean tavan sekä täysin uuden kanavan löytää uusia potentiaalisia asiakkaita. Voimme itse valita mihin kilpailutuksiin lähdemme mukaan. Superskillsin perustajilla on pitkä kokemus mainosalalta, ja he aidosti ymmärtävät myös toimiston toiveet kilpailutuksissa."
— Pia Eiro, Make It Simple