World Vision Finland - "The Unreadables"

TBWA\ Helsinki

TBWA\ Helsinki Helsinki, Finlandia

1229

Questo spot fa parte della collezione ACT Responsible

Marca: World Vision Finland
Paese: Finlandia

Cliente: World Vision Finland

Titolo	The Unreadables
Agenzia	TBWA\ Helsinki
Campagna	The Unreadables
Cliente	World Vision Finland
Marca	World Vision Finland
Data di Prima Diffusione/Publicazione	2021 / 4
Settore	Enti/Istituzioni/Organizzazioni no-profit
Trama	A child in developing countries is an underdog when it comes to security, equality, safety, wealth and dreams. There is a way to systematically solve this problem: Literacy. In Western countries the ability to read is often taken for granted when in fact 770 million people, most located in developing countries, lack access to that basic skill. In Finland however the concept of illiteracy can be hard to grasp as 100% of the population aged 15 and over are able to read and write. With no personal touchpoint people find it hard to empathize with the cause. To tackle this issue the creative idea was to demonstrate the experience of illiteracy through unreadable ads. Because experience leads to empathy, and empathy leads to compassion and action. Together with Clear Channel, one of Finland’s biggest outdoor advertising companies, we gathered over 50 companies who were willing to let World Vision hijack their pre-existing media space, campaign copies and social media posts with gibberish – pro-bono of course. Also Finland’s top influencers joined the campaign pro-bono. The campaign was present in over 20 major cities in Finland, in a total of 800 spaces from large outdoor screens to roadside adverts making the campaign an actual takeover that could not go unnoticed. In addition top line influencers posted quirky social media posts that no-one could read. The revealing happened through a press release that was sent to journalists all over the world.
Tipo di Media	Case Study
Lunghezza	139 seconds
Creative Director	Laura Paikkari
Chief Creative Officer	Jyrki Poutanen
Creative Team	Iida Korhonen
Creative Team	Riina Uljala
Creative Team	Katariina Ollari
Advertising agency	TBWA\Helsinki
Chief Creative Officer	Jyrki Poutanen
Creative Director	Laura Paikkari
Head of Communications	Paula Sonne
Account Director	Annika Wikstén
Project Manager	Jenni Karsten
Senior Creative	Jukka Mannio
Creative	Iida Korhonen
Creative	Riina Uljala
Creative	Katariina Ollari
Designer	Iida Sarpaniemi
PR Strategist	Saana Simander
Junior Communications Specialist	Ellen Lindbom
PR & Insights Trainee	Erika Rajaharju
Project Management Trainee	Sofia Heinonen
Client	World Vision Finland
Communications Manager	Anna Pollari
Marketing Manager	Sini Tiensuu
Media company	Clear Channel