Category: Publications & media
Brand: HELSINGIN SANOMAT
Agency: hasan & partners
Country: Finland
Scandanaviaâs largest newspaper, Helsingin Sanomat, heralds its format change from broadsheet to tabloid, with the âEmotion Cube,â an interactive experience that pulsates with readersâ emotions generated by its news stories.Created by hasan & partners Helsinki and produced by Perfect Fools, the âEmotion Cubeâ responds to reactions to selected Helsingin Sanomat news stories.
The Cube is part of a campaign designed to remind readers about the power of journalism to generate an emotional response.
The emotions caused by Helsingin Sanomat stories will light up Kamppi Square, Helsinki, where up to two-million people are expected to experience the installation during its three-week tenure.
The 4m x 3m Cube is constructed from milky plexiglass, and powered by 200,000 lumens worth of light â the type of power usually found lighting up car parks and shopping centres.
Each of the six emotions: Hope, Sorrow, Joy, Worry, Interest, Rage, Compassion and Surprise are illuminated by a series of coloured LED bulbs, ranging from green for Hope to red for Rage.
By sharing their feelings via a smartphone, tablet or PC, the combined mood of readers will pulsate in a specific colour, while the emotionâs written word glows eerily from within the Cube.
The âEmotion Cubeâ is social media for journalism and takes the idea of Facebookâs âLikeâ button to a new level. It is a visual representation of readersâ comments that appear under an online story. Only a small proportion of readers leave a comment, but thanks to the Cube, all readers can share how they feel about a story.
Every day the emotional impact of news will be analysed so Helsingin Sanomat can review how stories affect the nation. Editors and journalists will see exactly what people really feel about their work. Readers can express their emotions collectively, while passersby will have their lives momentarily illuminated by the power of real journalism.
Category: Publications & media
URL: http://hs.fi/tunne
Client: HELSINGIN SANOMAT
Agency: hasan & partners
Production: Perfect Fools
Country: Finland
Creative Director: Eka Ruola
Creative Director: Tony Högvist
Creative: Mick Scheinin
Creative: Ossi Honkanen
Producer: Amit Raab
Digital creative: Martin Samuelsson
Creative Catalyst: Magnus Eriksson
Head of Digital: Björn Kummeneje
Head of Digital: Mikael Palm
Agency Executive Producer: Tämer Mohsen
Account Director: Gustaf From
Strategist: Tobias Wacker
Agency Producer: Sivi Uitto
Designer: Alexander Bardsby
Account manager: Tony Sejdak
Clients: Caroline Lilius, Terhi Vaalavuo, Sari Jussila