“To further underline the role of Helsinki as a melting pot of these two worlds came Match Made in HEL, the runway show held on May 24 on a landing strip in Helsinki’s airport.”
Go big or go home
To catch the interest of the young urban travellers around the globe, we needed to show that Helsinki is more than just a dot on a map: it’s a place where the east and the west meet, every day.
Since fashion and travel have always influenced one another, it felt natural to bring the two together in Helsinki. Using what we had on hand (airplanes and an airport), we went about it in the grandest way possible and did something that had never been done before: we turned an airport runway into a fashion show runway.
“The concept practically seems ripped out of a Zoolander 3 spec script (or like it could be a month-early April Fool’s joke), but we’ve confirmed that the slightly zany catwalk spectacle is, in fact, legit.”
There's no channel like multichannel
The 5-month long multichannel campaign culminated in a live event that took over one of the main runways in the middle of a busy airport. The bleachers were filled with fashion influencers from around the world: magazine editors, bloggers and fashion industry experts. To complete the scene, an airplane was parked at one end of the catwalk to be used as the backstage area.
The show was broadcast live on the web, and each stage of the build-up period was shared through relevant digital channels and social media. As a PR event, the campaign was a resounding success and exceeding all attention value goals and earning extensive interest across the board.
