Our insight was that while it is easy to talk about safe distancing the recommended distance appears to be difficult to perceive in practice. We wanted to create an execution that would teach and make you experience the new standard of personal space in the era of Covid. We took a traditional medium, newspaper and turned it into an experiential advertisement.

By exploiting anatomical feature of the eye we created a pattern with a hidden word phrase. The pattern was based on the advertisers logo that is familiar to every Finn. From close up pattern appeared to be blurry but from six feet away could be clearly readable.

By placing the ad on the front page of the biggest newspaper in Finland it got the wanted attention. Just by walking past the newspaper stand you would be involved in interacting with the ad.