The Proximity Effect

Creative idea

Family provides psychological comfort and helps seriously ill children endure difficult treatments and the otherwise intimidating situation. Because the comforting effect of being near is best understood when experienced firsthand, we utilized digital out of home advertising surfaces in two of the busiest shopping centers in Helsinki. The screens simply depicted a freightened child all alone. As a person approached one of the screens, the child on the screen began to cheer up a little. When the person came closer, the child’s expression transformed into a relieved smile. As the child’s face brightened, a message appeared on the screen encouraging donations to Ronald McDonald House Charities Finland.

Brand name: Ronald McDonald House Charities
Advertiser / client: Ronald McDonald House Charities
Product / service: Charity
Campaign name: The Proximity Effect
Agency network: Dentsu
Agency: Dentsu Creative Helsinki
Media agency: Dentsu
Digital agency: Interactive Inuits
Additional company: Tonto Helsinki
Production company: Tonto Helsinki
Web address: https://bananaworks.fi/RML-laheisyyden_vaikutus-ulko-vh-EN/
Agency chief executive officer: Anna Salo
Executive creative director: Mikael Nemeschansky
Art director: Paula Pihlajaoja / Micael Nickander
Copywriter: Joel Pircklen
Account director (agency): Petra Kilpinen
Client account director: Jarmo Juhala
Managing director: Anna Salo
Film production: Beda Anteroinen
Director: Ville Salminen
Director of photography: Rasmus Wilén
Digital production: Sampo Pihlaja
Digital creative: Sampo Pihlaja