HELSINKI, FINLAND – This year’s Mother’s Day campaign for Juhla Mokka coffee culminated in a unique art exhibition on a metro station escalator. The campaign, created by Finnish brand agency SEK, used traditional outdoor advertising space in a new way.
Finland’s most beloved coffee brand, Juhla Mokka by Paulig, got a new design for Mother’s Day, illustrated by children. Nearly 120 children took part in the art project with their drawings, one of which was chosen to decorate Juhla Mokka’s seasonal package.
The package has retained its iconic look – with a golden coffee cup and deep red hues – through generations. The children were asked to reimagine the iconic Juhla Mokka package by adorning it with images that remind them of their mother or mother figure.
As the project inspired so many delightful illustrations, Paulig and SEK wanted to showcase them in a place where as many people as possible would see them. Hence, the idea of an art gallery in a metro escalator was born.
“It was an exciting opportunity to use outdoor advertising space in an entirely new way. When you’re on an escalator, you usually see a maximum of three different implementations of one campaign. Now, we wanted to make the escalators a gallery-like space where each screen shows a unique piece of art,” says Annu Terho, Creative Director at SEK.
Takeover filled the metro stairs with art on Finnish Mother’s Day
As Finland celebrated Mother’s Day, the colorful art exhibition filled the escalators of Helsinki’s Central Railway Square metro station.
“On Mother’s Day, children like to surprise their mothers with handmade cards and drawings. It felt fitting to honor the day by bringing some of these drawings on a bigger display. After all, the little artists behind these artworks were drew inspiration from their own mothers or mother figures when drawing these pictures,” Terho says.
