Campaign ideation and creation

My role as a client (JCDecaux’ AD) was to compose ideas in collaboration with the creative agency Kokoro&Moi and take care of the communication concept.


The story of this campaign begins in year 2010 with an art student doing her diploma in witch she was wondering how individuals could disrupt the outdoor advertising space. She made Haluan nähdä muutakin -campaign.  Participants in her campaign collaborated: each participant got to write her own ending to “I want to see…”, and all of the greetings were then made into one collage.

Outdoor advertising company JCDecaux answered to this by doing something else (Muutakin) campaings.

The first campaign had 11 great graphic designers all over the globe. They did their own posters based on a Facebook poll, that asked what “else” people wanted to see in the cityscape. The outcome was a neat series of posters in the streets of Finland. The campaign also caught some attention at It’s Nice That design mag.

The second campaign happened at Flow Festival. Festival participants got to do their own artwork straight to the canvases at JCDecaux’s bus stop atelier at the heart of Flow Festival. After the festival we released posters to the streets.

“But the result isn’t counted in Facebook likes. It’s more in the general “Like” points. The company that previously was just those frames now has a more humane side too: it’s part of the city life with its own story to tell.” –