Responses by Sami Kelahaara, senior creative, TBWA\ Helsinki
Background: According to recent research, more than every fifth Finn has started working from home this spring due to the coronavirus outbreak. A massive change in our everyday lives has also had an unexpected, but natural impact on how we dress for work nowadays. Prisma, as one of the leading fashion retailers in Finland, saw an opportunity to react in its own way to this unprecedented change in clothing trends by creating Telcollection, a special collection that combines formal upper parts with less formal bottoms. The purpose of this project was to tap into the cultural and behavioral changes during the pandemic. Now, people combine work and free time in creative ways. The media is flooding with negative news and we thought that something positive would be a welcome change.
Reasoning: The idea originated directly from our own experiences from working at home and seeing people only through our screens. We started to joke about why people sometimes don’t have their camera on. Sometimes people look like they’re ready for a real-life board meeting, but we realized that we don’t see the whole picture.
Challenges: The limited time. We needed to act quickly because of the topic.
Favorite details: During times like these, the world changes fast. The most interesting part was tapping into the insight and culture of how people have changed their ways of working. We think that we brought to life parts of the new working culture.
Visual influences: Webcam meetings were the inspiration for the idea.
Anything new: We worked closely with the client Prisma and media agency Carat Finland. But since we needed to get the project out as soon as possible, all of us worked virtually side by side. Everyone in the team had the same goal in mind. It was fun as hell.