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A Half-Mast Pole Bids Fond Farewell to the Finnish Taxi Rank 

Creative 157 Add to collection

TBWA\Helsinki pays tribute to the change in Finnish taxi rules with tongue in cheek campaign with 02 Taksi

A Half-Mast Pole Bids Fond Farewell to the Finnish Taxi Rank 

A few years ago, the Finnish government reacted to the arrival of Uber by making a new taxi law. Chaos ensued and even fistfights broke out between cabbies at the taxi poles.

02 Taksi is a new start-up, which provides the taxis of all companies in one mobile app. To highlight how the app has made the physical taxi pole obsolete, 02 Taksi’s campaign features a pole with the taxi sign 'half-mast'.

“When TBWA presented the concept, I realised immediately that it is a clever way to illustrate the changes in the taxi industry. The taxi pole that lost its former glory is a fitting symbol for how broken the industry seems to everyone right now”, says Juha Mertanen, chief commercial officer at 02 Taksi.

The TVC, directed by Vesa Manninen and produced by TBWA\Screen, features a bitter old taxi pole reminiscing its good old days. Surrounded by parties and people, it used to be something people could, quite literally, lean on when they felt lost.

“The half-mast taxi pole is quite a dramatic, yet tongue-in-cheek, creative platform. The pole’s behaviour adapts nicely to different executions (pun intended), from the abandoned loner of the prints to the confused old geezer seeking employment in the radio ads”, says Ville Ohtonen, creative director and partner at TBWA\Helsinki.

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Advertising Agency: TBWA\Helsinki


Chief Creative Officer: Jyrki Poutanen

Account Director: Annika Baidin

Creative Director: Ville Ohtonen, Erno Reinikainen

Art Director: Nelli Immonen, Riina Uljala

Copywriter: Sini Teppola

Project Manager: Jenni Karsten

Junior Communication Specialist: Sara Pitzén

Creative: Joona Mantere


Client: 02 Taksi

Chief Executive Officer: Pekka Harju

Chief Commercial Officer: Juha Mertanen

Business Development Director: Petteri Niemi

Film Production

Film Production Company: TBWA\Screen

Director, DOP, Editor: Vesa Manninen

Producer: Pekka Ollula

Casting Director: Donna Maimon

Edit for Online use: Ville Hackzell

Still Production

Still Production Company: TBWA\Screen

Producer: Pekka Ollula

Photographer: Fanny Haga

Production Coordinator: Jonna Yletyinen

Gaffer: Ville Hackzell

Retouching: Kasimir Häiväoja

Special effects: KFx Finland Oy

Genres: Comedy, People, Dialogue, Drama

Categories: Travel, Ride Sharing and Taxi Apps

TBWA\Helsinki, Thu, 19 Mar 2020 11:58:32 GMT