Ilta-Sanomat wanted to celebrate its 90th anniversary with a campaign that highlights the core of its operations, the contents of news delivery, in an interesting way. We wanted to present their editorial content in a way that would talk about a long history and would bring Finns together around touching topics. Our observation, that a review of the past decades helps us to understand better the modern world and its phenomena, generated the “Yesterday, today and tomorrow” concept.
What were we talking about yesterday? What are we talking about today? And what we possibly might be talking about tomorrow? The aim of the advertising was to stimulate discussion, increase understanding of the changes in our society, and put smiles on consumers’ faces. The campaign, published in the spring of 2022, highlighted small and big topics from dating culture to tourism through still and video formats.