How a non-profit fought the social media giants, armed with a bunch of t-shirts

Creative idea

The campaign's media use was entirely driven by the creative idea. The TTPA had banned the ad. The same platform allowed the shop. So the shop became the ad and the product listing became the medium. There was no conventional media plan. The creative idea located the one channel that remained open and made it carry the full weight of the communication. Commerce infrastructure as advocacy infrastructure. The algorithm's blind spot as the media placement.

Brand name: Naisten Linja
Advertiser / client: Naisten Linja
Product / service: Naisten Linja helpline
Campaign name: The Banned Collection
Agency network: INDEPENDENT AGENCY
Agency: hasan & partners, Helsinki
Agency chief executive officer: Riku Vassinen
Chief creative officer: Riku Vassinen
Creative director: Ossi Honkanen
Art director: Antti Kaarto
Designer: Anssi Arte
Music: Epidemic Sound