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

Creative idea

The creative idea determined the media strategy entirely. When the TTPA banned the ads, the insight was that the ban only applied to advertising, not commerce. So the message became a product, and the product used the platforms' own shop infrastructure as placement. There was no media plan in the conventional sense. The idea was the channel: every shirt sold was an impression; every person who wore it was media. The creative idea didn't just work within the media, it replaced the media.

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