The Proximity Effect received a Bronze Drum at Golden Drum 2025. It was awarded in the Creative Use of Media: Print/Outdoor category of Creative Media Excellence Drum.
Making closeness visible
Ronald McDonald House Charities Finland’s campaign made the importance of loved ones tangible through interactive outdoor screens. A child alone on screen began to smile as a passer-by came closer. The campaign invited support for the charity’s work with families of seriously ill children.
Dentsu Creative Helsinki led the creative work, Interactive Inuits the digital execution and Tonto Helsinki the production. Golden Drum’s credits name Tonto’s producer Beda Anteroinen, director Ville Salminen and cinematographer Rasmus Wilén.