Ambient: A radio illustrated with GIFs

Media: Ambient Media: Media Agency: 358 Brand: LOOP Geo: Europe, Finland 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: 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

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