Radio SuomiPop summer campaign
In my major project, I have created a campaign for SuomiPop Radio station for the summer season to engage the audience in a visually appealing way. The artwork is a small scale window display advert with a mix of paper illustration and motion animation. Ideally, this would be showcased on the windows of malls and other public places across the Helsinki city centre. Radio Suomipop is Finland’s second most listened to commercial radio channel playing domestic pop music and has the most listened morning program in Finland.
The goal of the project was to create a 3D paper cut out the illustration for SuomiPop, using the existing brand identity visuals throughout the development. Later on, I came up with the idea of a type of animation blending in the paper illustration, and once again, my project became a mixed media artwork! The aim was to expand the visual image of the brand and upgrade the marketing to another level using creative methods to illustrate the music.
I tried to respond to the problem of how radio station advertising is usually played on the radio or similar-looking online marketing. Suomipop has a very fresh and fun new brand with funky online marketing materials, but I wanted to take the SuomiPop brand to the next level. A new audience would be engaged by unexpected campaigns and retention marketing would keep the existing audience happy through reminding visuals.
I tried to respond to the problem of how radio station advertising is usually played on the radio or similar-looking online marketing. Suomipop has a very fresh and fun new brand with funky online marketing materials, but I wanted to take the SuomiPop brand to the next level. A new audience would be engaged by unexpected campaigns and retention marketing would keep the existing audience happy through reminding visuals.
The animation plays key dates of summer events and dates Radio SuomiPop is part of in summer; Helsinki day concert, Midsummer Live show and Suomipop festival in Oulu and Jyväskylä. At the end radio station slogan "The best music in Finland".
The idea for the brief was born when I realised wanting to try new techniques in my final year. I had not been able to explore paper art or animation in previous years which made me take the chance. The illustration is influenced by Nordic nature, retro musical elements, pop art and 80s and 2010s stick-on style. The animation is supporting the visuals with liquid transition and typeface motion design. The message in the animation is to inform upcoming summer events from festivals, live shows and concerts SuomiPop is arranging this summer. Also the logo and the slogan: “The best music in Finland” is played in the video.
Overall, I am very pleased to the outcome. I feel that I exceeded my expectations. I had a basic understanding of these techniques but now I am more confident in taking more risks. Sometimes jumping into the deep end is worth it and that is one of the things I have learned to appreciate through my university experience.
