HSL, Helsinki Region Transport: Welcome to Hel

Welcome to Hel
The day ticket is the official and best travel card for getting around the Helsinki region. Use it to lighten up your stay.

HSL provides a flexible travel card for visitors, but how do we get the word out to tourists in town? We did a campaign centered around a series of images featuring positive international hand signs from "heart" to " winning/peace" to "heavy metal" (Finland is the land of heavy metal, hellishly long winters and public transport). All of the hands hold the travel card we want to familiarize to the visitor. The headlines connect the visual to the travel card main message, which is straightforward enough to be understood by even the impatient visitor. The campaign featured posters at Helsinki's main airport, train stations, harbours, all of HSL's own public transportation, and print ads, banners, Facebook cover photos and posts.

Advertising Agency: 358, Helsinki, Finland
Creative Director / Art Director: Ale Lauraéus
Copywriter: Jonathan Mander
Graphic Designer: HP Savolainen
Client Team Director: Kimmo Tupala
Agency Producer: Mari Romanoff
Photographer: Lauri Eriksson / Kuvaamo
Retouching: Jussi Manni / Kuvaamo
Published: June 2013

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