The Proximity Effect won silver in the Interactive Poster category of Print & OOH at the Cresta Awards 2025. The client was Ronald McDonald House Charities Finland and the creative work was by Dentsu Creative Finland.
A response to the passer-by
The interactive outdoor ad shows a child alone whose expression changes as a viewer approaches the screen. The campaign illustrates the importance of loved ones to a seriously ill child and invites people to support the charity.
Tonto Helsinki took part in the campaign production. Cresta’s official credits include producer Beda Anteroinen, director Ville Salminen, and cinematographer and editor Rasmus Wilén. Interactive Inuits handled the technology and Kaiku Helsinki the communications.