Agency: TBWA
Date: May 2020
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Everyone knows that the Finnish are a population who don’t mind keeping their distance, even under normal circumstances. However, as governments all around the world are planning on gradually lifting restrictions, even the Finns need a reminder to keep the distance.

HOK-Elanto, one of the biggest retailers in Finland, published an insightful print today in the cover of the biggest national newspaper Helsingin Sanomat. Instead of just a traditional print it takes advantage of an optical illusion that requires the reader to take a few steps back to see it clearly.