Posted by: TBWA Worldwide | Date added: Tue 17 Jul 2018
Welcome to the Land of Free Press – The largest newspaper in the Nordics Helsingin Sanomat reminds presidents Trump and Putin about the freedom of the press
As Finland readied itself for the visits of presidents Donald Trump and Vladimir Putin, Helsingin Sanomat filled outdoor media on the presidents’ route from the airport to the summit with headlines taken directly from Helsingin Sanomat articles.
The headlines highlight the presidents’ turbulent relations with the media and were published between the years 2000 and 2018.
According to Kaius Niemi - the Senior Editor-in-Chief of Helsingin Sanomat - the campaign is a stand for the freedom of the press.
”This is a statement on behalf of critical and high quality journalism. As we welcome the presidents to the summit in Finland, we want to remind them of the importance of free press. The media shouldn’t be the lap dog of any president or regime.” says Niemi.
“We want to show our support to those colleagues who have to fight in ever toughening circumstances on a daily basis both in the US and Russia. Our goal is to raise the topic of the freedom of the press around the world.”
The campaign was carried out in cooperation with TBWA\Helsinki and outdoor companies Clear Channel and JCDecaux, which joined forces to create a chronological storyline from placement to placement throughout the route.
The total takeover is spread out on nearly 300 surfaces throughout the presidents' predicted driving routes and around the summit location, making it an inescapable takeover.