Back to the future campaign

The Challenge

Come up with a campaign concept to attract users to Whim and specifically subscribe to various HSL tickets, at a time when people are not moving around as much as previously.

Whim – Autumn campaign, 2020

The first COVID-19 year when people were still adapting to the new situation and had stopped moving around too much we still had to figure out a way to attract those that had to keep moving to find the Whim app for their mobility needs. Our concept focused on safety and convenience. Whim is the app of the future available now with which you can move safely, smoothly and sustainably. Other focus was to generate trust by showing more well known brands that we have as partners available through Whim, good store ratings, and familiar Avainlippu and Design from Finland symbols.

My role:

Visual campaign concept together with our CMO, Art direction, graphic design

Motion design:

Radnomized.com

Key visual for the campaign

Main visual for the campaign is a woman wearing a Whim t-shirt holding a phone with Whim app open in her hand. The image has an oil painting filter to make it resemble 80's movie posters. Image components from Adobe stock. Concepting, editing and design work done by me.

Instagram carousel ad

Tactical instagram carousel ad targeted towards conversion. Also versions in vertical formats were included to be shown in IG stories.

Google Display Network ad examples

The basic campaign ad adapted to various GDN formats showing the offer and targeted towards conversion.

Digital marketing – video example

Concept, design and art direction by me.
Animation by radnomized.com.

Outdoor advertising mockup

Print advertising on a bus stop to increase campaign awareness. Poster design is drawing inspiration from movie posters with strong focus on the woman in the center holding a phone where Whim app is visible. Eye is drawn to the woman but as it's a print ad on a but stop where people are probably waiting for a bit for their bus to arrive it allows to add more information into the design. Available modes and partner logos are clearly visible as well as Whim logo and Store ratings do create trust.

200717_Palaa_tulevaisuuteen_16_9_vehicles+text_EN.jpg

Slogan visualisation – English

Heavily drawing inspiration from 80's aesthetics the campaign slogan visualisation adds to the movie theme in both digital and print advertising.

200717_Palaa_tulevaisuuteen_16_9_vehicles+text_FI.jpg

Slogan visualisation – Finnish