358 Helsinki was asked by Nelonen Media to design and launch a new radio station aimed at a young, social media -savvy audience. To introduce a radio for the digital age, the station's identity was built around a medium familiar – and highly contagious – to the target group: animated GIF loops. With a hint of irony towards the 'mainstream hits' concept, it was also aptly named 'Loop’. The launch site featured an audio stream which was illustrated with over 70 three-second looped animations, collected from all over the world. The listeners could pitch in by adding their own GIFs. All of the loops could also be 'synced' to the beat using a trackpad or a touchscreen, making 'watching' the radio station an interactive experience.The animated GIFs were also used in all tv-commercials and giant digital outdoor screens. In the first ratings of December 2013 Loop had already climbed from zero to 293 000 listeners. This is a great result in a country with a total population of 5,0 million.
Website: http://gif.loop.teasersite
Advertising Agency: 358, Helsinki, Finland
Creative Director / Art Director: Antero Jokinen
Copywriter: Antti Tähtinen
Digital Strategist: Juho Santasalo
Graphic Designer: HP Savolainen
Producer: Elina Freden
Client Team Director: Kimmo Tupala
Digital production: Ööö
Developer: Niko Viitala
Art Directors: Teemu Hakala, Andrei Niemimäki
Producer: Tommi Heinonen
Client Manager: Eelis Sormunen
Film production: Pablo Films
Director/Editor: Jaakko Itäaho
Producer: Jyri Paajamaa
Digital artist: Jouko Manninen / Trix
Published: December 2013