Open (9–5)Helsinki, Finland
Nietos
Idea
Every campaign image is a pair: the same jacket on the fell and at a city bus stop, in the same hard frost.
What we did
- Campaign idea and look
- Ylläs and Helsinki, two shoot days
- Six short films, 6–15 s
- 24 posts across the winter
- Posters for bus stops
Insight
City people feel the cold most at the bus stop.
Nietos has made shell jackets, trousers and mid layers in Rovaniemi since 2014. Skiers and hikers knew the brand, but city people saw it as too technical. Sales were packed into the six weeks before the ski holidays.
Shoot
We shot the same jackets over two days: first on the fells at Ylläs, then at bus stops in Helsinki. The light and framing stayed the same, so each pair looks like one moment in two places.
Winter
The campaign started in October and ran all winter. We posted 24 image pairs on social, and the posters went up at the same bus stops where the photos were taken.
Formats
One idea, three formats.
16:9 · Film 
4:5 · Poster 
9:16 · Social
Images
Results
- +38%online sales over the winter season
- 2.1 mvideo views
- 19 → 46%share of new customers from the capital region
Koppa