The Proximity Effect

Creative Agency: Dentsu Creative • Executive Creative Director: Mikael Nemeschasky • Creative / Copywriter: Joel Pircklen • Art Director: Paula Pihlajaoja / Micael Nikander • Graphic Designer: Marko Virta • Client Director: Petra Kilpinen • Project Director: Jarmo Juhala / Noora Maijala Production: Tonto Helsinki • Producer: Beda Anteroinen • Director & Photography: Ville Salminen • DOP & Editor: Rasmus Wilén Technical Production: Interactive Inuits • Head of Digita / Partner: Sampo Pihlaja Communications: Kaiku Helsinki • Partner: Pete Saarnivaara • Senior Communications Consultant: Kirsi Valta-Makkonen

CHALLENGE The Ronald McDonald House Charities Finland gives families a home away from home when they have to travel to the Finnish capital of Helsinki for their child to be treated at the best children’s hospital in Finland ,the HUS New Children's Hospital. However, providing homely accommodations and maintaining them requires donations. INSIGHT What does a seriously ill child need even more than the best possible treatment? Their family nearby. Family provides psychological comfort and helps children endure difficult treatments and the otherwise intimidating situation. IDEA The comforting effect of being near is best understood when experienced firsthand. EXECUTION 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. RESULTS +266% Increase in Donations With two advertising screens during one week, we achieved triple the number of MobilePay donations compared to a regular week. (Source: Ronald McDonald House Charities Finland) +1,600 More Activations The advertising screens received over 3,000 activations (across two locations), far exceeding typical interactive campaign activation numbers, usually around 300-700 activations per screen. (Source: Inuits/Sampo Pihlaja).