Prisma Telcollection
S Group PRISMA
Issue 55 | June 2020
Agency
TBWA\Helsinki
Creative Team
Chief Creative Offcer Jyrki Poutanen Creative Director Joni Furstenborg Senior Creative Sami Kelahaara Junior Art Director Ville Rutanen Copywriter Roni Regnér & Tuomas Perälä
Production Team
Designer Hanna Karlsson Designer Trainee Sami Taberman Data & Insights Trainee Ellen Lindbom Production Company TBWA\ Screen Producer Hanna Heikkilä Photographer-DoP Jonas Lundqvist Editor Mikko Kuoppasalmi Colorist Marko Terävä / Post Control
Other Credits
Vice President, Retail/ Commerce, Executive Account Director Taneli Mattelmäki Account Director Nina Immonen Jr. Communications Specialist Saana Sundberg Jr. Planer Ville Ruokonen Client Prisma Vice President of Marketing Minni Jaakola Project Manager Laura Pyykönen Media agency Carat Finland Media Innovations Director Juha Halmesvaara Strategic Planner Anssi Soini
Date
June 2020
Background
According to recent research, more than one in five Finns has started working from home. The massive change in everyday lives has had an unexpected impact on how people now dress for work. Prisma, as one of the leading fashion retailers in Finland, saw an opportunity to react to this development in clothing trends.
Idea
When people meet in Zoom, Google Hangouts or Microsoft Teams, they are almost always only visible from the waist up. Instead of suiting up for work, Finns were taking part in online meetings in yoga pants, Hawaiian shorts and whatever was comfortable out of view.
Prisma bundled together some of their formal business wear with some of their cozy homewear in a new collection designed for these new times.
Results
Unknown
Our Thoughts
This idea is unique in Directory 55 in that it is funny. There have been few laughs in the last few months. Covid is still very much the background noise to everything brands are saying now the world is nudging back to normality but at least it’s no longer the foreground. It may well be that the casual reader of this magazine in 2021 or beyond will wonder what the fuss was all about.
Neuro science suggests human beings are wired to forget.