Get your own Little Black Book.

Build your own personal news stream. Discover the latest work created that interests you, share your favourite stories and follow your favourite people and companies

Already have an account?


Helsinki Airport Brings Strangers Together to Experience 'Cinema in HEL'

Unique activation from TBWA\Helsinki requires two travellers to sit together before a movie will start

Helsinki Airport Brings Strangers Together to Experience 'Cinema in HEL'

TBWA\Helsinki has launched an innovative new cinema experience for travellers passing through Helsinki Airport. 

The one-of-a-kind cinema is a cosy place to enjoy a film with some peace and quiet, away from all the airport’s hassle. Cinema in HEL comes with a surprising twist - two people are needed to watch a film. The two cinema seats are equipped with micro tactile switches. Only when both seats are taken the lights dim and the movie starts. The walls are painted with what is known as Black 2.0, a paint that reflects almost no light. Despite the small environment, it gives a sense of almost infinitely large space.

Katja Siberg, senior vice president, marketing and corporate communications for Finavia, says: “The Cinema in HEL is a great way to bring out the best parts of travelling: encountering different cultures and making new acquaintances – a great way to bring curious travellers together. We want to create unforeseen experiences for our travellers as we are developing Helsinki Airport to welcome 30 million annual passengers."

Cinema in HEL can be found at gate 33, it is open around the clock free of charge. Continuing with the Match Made in HEL saga, the first feature film is East and West Side Story, a 14-minute short film produced by Helsinki Airport and Finnair. The film talks about meaningful encounters that take place when people travel, a fitting theme, given the location of the cinema. In the future, Cinema in HEL will give travellers the possibility to watch different kinds of short films, including documentaries and shorts from international filmmakers.

Famous for its smooth transfers, the airport is continuously introducing new services to enhance layovers. Helsinki Airport wanted to create a different cinema experience by bringing people together and creating the world’s first cinema that requires two people to watch the film.

Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.
Creative Agency

Creative Agency: TBWA\Helsinki

Category: Airlines , Travel

Genre: Experiential