One step closer.
The child on the advertising screen needed someone to come closer. Tonto Helsinki produced Dentsu Creative Finland’s interactive outdoor campaign for Ronald McDonald House Charities Finland.
Dentsu Creative
Photography: Ville Salminen
Cinematography and Editing: Rasmus Wilén
Technical Production: Sampo Pihlaja / Interactive Inuits
Communications: Kaiku Helsinki
Case Film: Dentsu Creative Finland
Treatment for a seriously ill child can take a family far from home. Ronald McDonald House Charities Finland gives families a home near the hospital. The campaign invited donations to help families stay together during treatment.
On advertising screens in two Helsinki shopping centres, a child initially appeared alone and afraid. As a passer-by approached, the child’s expression changed to a relieved smile. A donation message then appeared on screen.
Tonto Helsinki produced the campaign’s photographic and film material, directed by Ville Salminen. Interactive Inuits built the technology that made the content respond to the viewer’s distance.
Awards and recognition
Grand One 2025 — Winner
Best Digital Out-of-Home Advertising.
Grand One entry
KIAF 2025 — Three bronzes
Digital Screens; Out of Home Craft / Use of Technology; Children: Health/Safety/Happiness / Out of Home.
KIAF results
Cresta 2025 — Silver
Print & OOH / Interactive poster.
Cresta award entry
Results
Two advertising screens generated over 3,000 activations in one week. The number of MobilePay donations was three times that of a regular week.
Awards & recognition
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