The city ran a campaign on their socials where people could submit their way to sauna. The final cast was chosen from these submissions and we ended up with a beautifully wide range of people, all showing a different style.

Besides the hero-assets used in social channels, we also provided a wide set of DOOH materials that were deployed all around Helsinki.

As the campaign started running just before the Eurovision song contest, there was also event-specific versions that ran on DOOH placements in Basel.