Helsingin Sanomat is the biggest newspaper in the Nordic region. It’s challenge is that people are increasingly unwilling to pay for it, because they get free news online. How could we both reach new subscribers and foster the loyalty of old ones? How could we differentiate Helsingin Sanomat from free online news?

Our insight was that the quality journalism of Helsingin Sanomat – unlike the free online news – shows its readers different aspects of the same story. This allows readers to decide for themselves what to think.

To demonstrate this, we showed a single scene from a wide range of angles in an integrated campaign that covered everything from television and print, to digital outdoor displays with motion sensors. When a person walked or moved in front of the image, it moved as well – revealing yet more new angles.