HS – "War"Does knowledge equal understanding? Are data and comprehension in relation to each other?
Today, information is abundant – but understanding is sparse. When we want to understand something, cold mechanical data is offered in return by our 'digital companions' as the explicit answer. However, to truly understand we need to feel – be empathetic. Something as inhumane as data cannot generate empathy let alone compassion.
These were the central themes and questions reflected by Helsingin Sanomat as they launched their new news app while simultaneously contemplating their role in the growingly digitalized society.
Helsingin Sanomat investigates, scrutinizes, and finally conveys the information to us with feeling – and AS feelings and understanding that then generates empathy. In the end empathy hopefully turns into compassion. This is what makes us human – what separates us from machines and animals.
This is the sentiment we wanted to depict with the campaign.
Production Company: Woodpecker Film
Director: Pekka Hara
Producer: Katariina Holma
DOP: Matti Eerikäinen
Edit: Antony Bentley
Post Production / VFX
Post Production Company: Helle Films
Creative Agency: TBWA\Helsinki
Copywriter: Tuomas Perälä
Art Director: Erno Reinikainen
Planner: Noora Murremäki
Chief Creative Officer: Jyrki Poutanen
Sound Company: Humina
Advertiser: Helsingin Sanomat (HS) News Media
Brand: New News App
Categories: Media and Entertainment, NewspapersTBWA\Helsinki, 3 years ago