Helsingin Sanomat: One Story, All The Angles

Repositioning a newspaper in decline

 The campaign kicked off with a spread in several papers, showing the scene in question and the different aspects of the unfolding story.

The campaign kicked off with a spread in several papers, showing the scene in question and the different aspects of the unfolding story.

Helsingin Sanomat, the leading newspaper in Finland, came to us with a problem. Like all newspapers globally, they were fighting the wave of free online news. 

We decided to spearhead a campaign with the thing that separates Helsingin Sanomat from their cheap competition: quality journalism.

Unlike from simple online news, through Helsingin Sanomat the subscriber gets all the aspects of a story. This lets them form their own opinion about issues. 

For this, Helsingin Sanomat adopted a new proposition: One Story, All The Angles. 

To illustrate this we built an integrated campaign, focusing around a single scene. The opening TVC showed the big picture and different aspects of the scene. This was followed by a full spread in print, showing the whole scene and the different stories rising from it.

After this, in every single new piece of advertising, we revealed more angles from the same story; in banners, outdoor and interactive out-of-home ads. Every asset was created during a single, integrated production, planned well in advance. 

TVC

Banners

Prints

Kinect-enabled Outdoor

We had planned to shoot the 180-pan and the dolly for the banners. An idea I had was to put them into digital outdoor surfaces and add a Kinect controller. These were implemented with the help of Delicode.

Role: Concept design, Art Direction, Infographic Design
Agency: hasan & partners