NYT.fi magazines motto is "right here, right now" and they wanted more eyballs on their website. Helsingin Sanomat responded by coming up with a battle concept, three teams lead by celebs had to complete tasks across the city of Helsinki in one day, and points given in the shape of like & shares on facebook were added to their score. Make a bus driver laugh. Breakdance in the central station. Freestyle rap to someone over 50. Collect five kisses from strangers. As the teams sped through their tasks, the clips generated brought the traffic to NYT.fi.

NYT BATTLE - City tasks / Three teams / Let the games begin

Clients: Helsingin Sanomat

Agency: 358 Helsinki

Creative director: Ale Lauraéus
Art director: Ale Lauraéus
Copywriter: Valtteri Väkevä
Graphic designer: Mark Nurmi, Pol Solsona
Agency producer: Petra Yli-Hemminki, Roosa Rudkiewicz
Client team director: Robert From
Strategist: Robert From, Milla Kokko
Photographer: Riku Pihlanto, Pekka Mustonen

Production company: Tres Papricas
Director: Tuukka Lappalainen

Clients: Caroline Lilius, Terhi Vaalavuo, Sari Jussila, Taru Peso, Mari Muukari


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about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm after growing up in Kiruna, Raleigh and Jiddah.