ABOUT

JCDecaux Finland wanted to capture the attention of advertisers planning their next campaign. With the largest out-of-home network in Finland — and in Europe — that scale deserved to be pointed out. Literally.

We used the often-overlooked JCDecaux logo already present on their surfaces, on the frame to be exact, as the anchor. But to guide the eye, we needed someone iconic. Someone with real authority in the field of “pointing at things.” So we “recruited” legendary hands — world-famous arms of cultural icons — to demonstrate the fame outdoor advertising can deliver.
The visual direction celebrated the heritage of outdoor ads as refined poster art. Through carefully finessed illustration, we crafted a distinctive style that subtly referenced the era, personality, and aesthetic of each icon — while maintaining a cohesive look across the campaign. Typography matched the genre and tone of each figure, but always served the larger visual unity.

Given the simplicity of the idea, the execution had to be equally restrained. Each image used a clean white background, directing focus to the pointing gesture, the fame-bringing message — and ultimately, the JCDecaux logo on the frame, the quiet star of every composition. Art direction also extended into motion. To showcase the flexibility of digital outdoor, we created responsive animations: synced double screens featured Trump and Harris debating across displays; hockey rivals fist-bumped before pointing at the logo. These moments were brought to life by rigging the illustrations in 3D and animating them with gestures characteristic of the figures depicted. The art direction found its heureka in the way the hands and the logo shared the frame — effortlessly guiding the eye, and the message.