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HS – "War"

Does knowledge equal understanding? Are data and comprehension in relation to each other? Today, information is abundant – but understanding is sparse. When we want to understand something, cold mechanical data is offered in return by our 'digital companions' as the explicit answer. However, to truly understand we need to feel – be empathetic. Something as inhumane as data cannot generate empathy let alone compassion. These were the central themes and questions reflected by Helsingin Sanomat as they launched their new news app while simultaneously contemplating their role in the growingly digitalized society. Helsingin Sanomat investigates, scrutinizes, and finally conveys the information to us with feeling – and AS feelings and understanding that then generates empathy. In the end empathy hopefully turns into compassion. This is what makes us human – what separates us from machines and animals. This is the sentiment we wanted to depict with the campaign.


Advertiser: Helsingin Sanomat (HS) News Media

Brand: New News App

Creative Agency

Creative Agency: TBWA\Helsinki

Copywriter: Tuomas Perälä

Art Director: Erno Reinikainen

Planner: Noora Murremäki

Chief Creative Officer: Jyrki Poutanen

Production Company

Production Company: Woodpecker Film

Director: Pekka Hara

DOP: Matti Eerikäinen

Producer: Katariina Holma

Edit: Antony Bentley

Post Production / VFX

Post Production Company: Helle Films


Sound Company: Humina

Category: Newspapers, Publications and media

Genre: Storytelling