Do you know what your child is doing on their phone at night? – stirring night-time outdoor ads portray the harsh reality on children’s phone screens

Finland’s largest child welfare organization published an outdoor ad campaign to remind parents and adults of the content children see when browsing their phones, especially at night. The campaign consisted of billboards disguised as a child’s screen recording, a continuous stream of disturbing and violent images, including cyberbullying and war. Highlighting the harsh reality that children can face on their phones, the ads were displayed only at night in Helsinki, Finland, because that is when children are most likely to use their phones without adult supervision.

The aim of The Mannerheim League for Child Welfare’s campaign is to support parents in media education for children. According to a Pew Research Center survey (2020), a majority of parents of children aged 11 or younger are concerned that their child is being exposed to inappropriate content online. 59 percent of US parents were concerned about their child accessing violent content online, and 56 percent were concerned about their child being bullied or harassed online*.

“Digitalization has revolutionized our world, for better and for worse. Media is intertwined with children’s lives, where for example the internet, social media, and games are part of their environment. A child has the right to safety in digital environments as well“, says Paula Aalto, The Mannerheim League for Child Welfare’s Head of School Cooperation and Digital Youth Work.

TBWA\Helsinki, the creative partner in the campaign, discovered an approach that allowed drawing attention to the time of day, when children are most likely to use their phones without adult supervision or support. Thus, the outdoor ads are visible only at night.

“Children are at their most vulnerable during the night. We created billboards that are active from 12:00 am to 2:00 am, displaying a stream of images that depict cyberbullying, nudity, war, and violence. It effectively reminds us, adults, about the availability of illicit online content to our children. We purposely hid the content of the billboards from the public – this became the core of our message. These images were too frightening to show, yet they are the harsh reality our kids are exposed to when we aren’t watching”, says TBWA’s Creative Director Joni Furstenborg.

Adults are the solution

The association does not blame adults or technology, but supports parents in educating their children about media.

“It is understandable that parents cannot constantly monitor their child’s phone use. However, as adults, we are the solution to protecting our children from inappropriate content. By developing our own media literacy skills, we also know how to act if a child has seen something scary or inappropriate on their phone”, says Aalto.

The Mannerheim League emphasizes that providing support entails exploring media together, achieving joint successes, and being present and genuinely interested in our children’s lives . Constant communication with the child on and off screen is of the utmost importance.

As a parent myself, I am concerned about my own children’s media use on their phones. Children are constantly exposed to harmful content, and parents must protect them from seeing things that they do not have the ability to process due to their young age. We, parents, are the solution”, Furstenborg ends.

he Mannerheim League is a Finnish NGO that promotes the wellbeing of children and of families with children, increases respect for childhood and seeks to make it more visible, and sees that children’s views are taken into account in public decision-making. The organization is the largest child welfare organization in Finland. It has 75 000 members and 541 local associations throughout the country. The work of these local associations is supported by the League’s 10 district organizations.

TBWA\Helsinki is the genuinely international and most award-winning agency in Finland.
For four consecutive years clients have voted TBWA\Helsinki as the agency of the year in Finland and Eurobest Awards have named the company the Country Agency of the Year. TBWA\Helsinki employs 160 marcom professionals and is part of the leading global TBWA advertising agency network.

Advertising agency – TBWA\Helsinki

Markus Nieminen – Vice President, Strategy & Content
Joni Furstenborg -–Creative Director
Paula Sonne – Head of Communications and PR
Tuomas Perälä – Senior Copywriter
Hanna Karlsson – Designer
Tiia Rahkonen – PR Producer
Emma Pettersson – PR and Insights Trainee
Mikko Kuoppasalmi – Creative
Niko Hatara – Executive Producer & Head of in-house productions SCREEN\

Client – The Mannerheim League for Child Welfare

Leena Poutanen – Director of Communication and Fundraising
Paula Aalto – Head of School Cooperation and Digital Youth Work

Gender Stereotypes in Advertising:  A conversation with Maria Diaz

By: Ana St. John

Advertising campaigns have reinforced and even promoted gender stereotypes throughout the years. Now the perspective is different; the industry is in the process of a change. The award winner advertiser and art director Maria Jose Diaz explained what is causing this transformation. 

According to Maria, a few years ago, successful campaigns were created thinking specifically about selling products and highlighting the male point of view because of their financial role in the household, while women were only in charge of taking care of the home and the family. 

Female stereotypes have existed in the advertisement of most products, from clothes, toys, and home appliances to cleaning products. They were majorly due to the perception of the role women must play in society and to the low participation of females in advertising campaigns and leadership roles in the industry.

The advertising expert mentioned that the best examples are cleaning brands because they always portray women in charge of the house duties as if these were exclusive to them. This reality has generated feminine stereotypes throughout the years, sexualizing the female body, and even though it is still happening, it is also losing its impact. 

“Change of behavior is coming from outside of the industry, not from the inside” the advertiser highlighted.

Read more: Gender Stereotypes in Advertising:  A conversation with Maria Diaz

Before, advertising used to create trends, but now we see audiences jumping in through social media, setting the tone and demanding change because now they can provide direct feedback.

“A brand can’t use a campaign that reinforces gender stereotypes and get away with it because social media will come in. Cancel culture does not only happen to people brands could also suffer from it.” the advertiser highlighted.

The advertiser has also worked on different campaigns that challenge gender stereotypes, one of them is the campaign “We won’t wait” a student campaign with Levi’s to diminish potty parity she worked with Art Director Aditi Sobti and Copywrite Molly Baraff. 

Maria Diaz also reinforced that supporting and encouraging women in creative positions will generate radical transformation because female-to-female support in the industry plays a role in overthrowing gender stereotypes. Advertising is more than a marketing strategy it is an agent of change.

Maria Diaz : In Conversation with An Advertising Creative

Maria Diaz is a full-time Art Director based in Dallas. She specializes in conceptualizing and creating visuals for branding and marketing campaigns. Originally from Honduras, Maria has worked in agencies like BBDO Honduras, BBDO Atlanta, LERMA/ Dallas, and the Honduran Institute of Tourism. She has recently graduated from Miami Ad School in the Art Direction program and has a Master’s in Global Strategic Communication from Florida International University. 

In her professional career Maria has worked with world renown clients among: Revlon, Mitsubishi, The Home Depot, Pantene, Hyundai, Honduran Government and tourism, Avocados from Mexico, Georgia Lottery, Honey Baked Ham, Bayer, Dove, Nivea, Durex and others. 

Maria also enjoys creating art and illustration, which was a hobby she acquired during lock down, and it has been giving very fruitful work. 

Maria hopes to open her own creative boutique and keep creating more award-winning work in the future.

Why are you into Advertising?
My passion for advertising goes back to my days in university, I took a class called creative advertising and that sparked my interest in pursuing creativity.

Did you attend school for fine art or design or Communications?
I did one Bachelor’s in Communications and advertising, with a specialization in communication for development, I got another Bachelor’s in Graphic Design. 

Read more: Maria Diaz : In Conversation with An Advertising Creative

Were there any particular role models for you when you grew up?
My parents have always been a great role model. My mom I learnt how to pursue things with passion, from my dad the rational side of things, from my stepmother she always taught me to be responsible and from my grandmother her willingness to help in whatever she could 

Who was the most influential personality on your career in Advertising?
I think one of the creatives I came across in the early stages of my career that just impacted me was Stefan Sagmeister, from him I learnt that advertising can be much more than just selling. His eye for detail, his use of organic elements. It inspired me. 

Where do you get your inspiration from?
When I am looking for visual inspiration, I go to Behance, Pinterest, good old google, social media. If I am brainstorming for a specific concept or an advertising campaign, I like to ask people who know nothing about advertising their opinion, you get very good insights from them.

Tell us something about your current place’s work environment. How do you keep motivating yourself and your team creatively.
I really love the place I am working at currently, LERMA/ is a great agency the people around me make the agency feel like a family. I have counted with their support since the first approach we had until now, that I am about to have 1 year working. 

Do you think brands whose advertising wins awards, do well in the market?
I think that they are not always related, brands who win awards are not always doing well in the market but sometimes it is correlated. Awards help to validate your work.

What advice do you have for aspiring creative professionals?
I would say work on your portfolio, learn and practice your networking skills they are so important.

What’s your dream project?
I really love art; I would enjoy working with a museum like the MoMa or any other museum. I also enjoy working on social campaigns, using creativity for good is a great way to put our gifts and talents to good use. 

Where do you see yourself in 15 years?
Wow. We are getting deep huh! I see myself working in advertising, hopefully having my own shop. Mostly I want to see how much more knowledge and experience I can achieve. Knock on wood hopefully score a Cannes. 

Who would you like to take out for dinner?
My family and friends, I like to celebrate big moments in life and be surrounded by the people who have helped me achieve them.

What’s on your iPod? Spotify?
I am a Jack of all trades when it comes to music, I can go from classical, to latin, rnb, reggae, reggaeton and rock. I even have a Hindi mood playlist. But if you want to check out more look for me on Spotify: MJ Diaz Diaz 

Mac or PC?
My first computer was a PC, but my last computers have all been Macs, I enjoy it. 

What’s your Twitter Handle? Instagram?
My Instagram is @mjdpinkreative but also my portfolio is a great way to follow my work

Maria Diaz : In Conversation with An Advertising Creative
Maria Diaz : In Conversation with An Advertising Creative
Maria Diaz : In Conversation with An Advertising Creative
Maria Diaz : In Conversation with An Advertising Creative
Maria Diaz : In Conversation with An Advertising Creative
Maria Diaz : In Conversation with An Advertising Creative
Maria Diaz : In Conversation with An Advertising Creative
Maria Diaz : In Conversation with An Advertising Creative
Maria Diaz : In Conversation with An Advertising Creative
Maria Diaz : In Conversation with An Advertising Creative
Maria Diaz : In Conversation with An Advertising Creative
Maria Diaz : In Conversation with An Advertising Creative
Maria Diaz : In Conversation with An Advertising Creative

Maria Diaz : In Conversation with An Advertising Creative
Maria Diaz : In Conversation with An Advertising Creative

Vans Pro Classic Test Lab

The new Vans Pro Classics have the same aesthetic as the old classics, but a higher elevated performance. Since the look themselves won’t cut it make this new show stand apart, Vans will turn abandoned buildings worldwide into skateparks, where skaters can try the Vans Pro Classics while actually skating. Their skateboard is the ticket to get in. No posers!
In the lab, they will be given a pair of shoes and a lab coat that they can customize. After testing the shoes, they will fill out a survey, and the results will be shown in real-time on the Vans website and social media. The survey reviews will honestly promote the Vans Pro Classics and turn them into the go-to shoe for skaters.

Art Director – Din Terpuni
Art Director – Yuliya Kosheeva
Experience Designer – Margaret Panoti

Vans Pro Classics
Vans Pro Classics Test Lab

Spotify in Grand Theft Auto

Campaign Title:
Grand Theft Audio

Descriptive Paragraph:
During the pandemic, people are no longer commuting to work, and instead they have taken their driving to Grand Theft Audio – hitting 140million copies sold in 2020. However our research shows players are already fed up with the in-game radio. So what if Spotify could bring Your Daily Drive, a playlist composed of tailored podcasts, news, and music into the game? Introducing Grand Theft Audio.
Now, players can switch on Your Daily-Drive whenever they hop in a virtual car. To get more users to turn on Spotify while driving their actual car, we’ll combine real driving data with GTA data to create a monthly wrapped featuring achievement badges that participants can share on social media. Grand Theft Audio has the ability to reach millions of drivers, whether it’s in their GTA Dinka or their Honda.

Art Director – Din Terpuni
Art Director – Yuliya Kosheeva
Experience Designer – Margaret Panoti
Copywriter – Ethan Sims

Goose Droppings In Beer Brewing : TBWA Helsinki

Goose droppings in beer brewing – this Finnish city takes sustainability communications to the next level

This summer Finns can drink beer brewed with wild herbs, food waste and even goose poop. The new beers by a local microbrewery Ant Brew celebrate their hometown’s turn as European Green Capital and promote an important message of a wasteless circular economy. The Wasted Potential beer series has already gained attention both in Finland and abroad.

The Finnish city of Lahti is known for their pioneering environmental action, and for their open-minded co-operation with locals. Now the European Green Capital 2021 joins forces with the local microbrewery Ant Brew by crafting a new beer series. The Wasted Potential beers are brewed with wild herbs, local food waste, like bread, berries, and fruits – and even goose droppings.

The poop is used in a food-safe way to smoke malt to create a unique stout beer. The goose droppings are gathered from local parks, where geese are causing a messy problem. Now, the local parks get cleaner and the special edition summer beverages are perfect for a picnic in the park – a true two birds with one stone type of solution.


Reposition Menopause: Student PSA Work from Edinburg Napier University

Brief: Reposition Menopause and promote the topic. 

Summary: Menopause is an ignored topic not just in the mainstream media but also at home. It is considered to be a social stigma, even though women need to prepare rather than be confused and ashamed. One in 10,000 under 20s experience early menopause. 

According to a UCL study, women who are sexually active on a regular basis were at a 28% lower risk of entering menopause early.

Repositioning menopause for everyone we present, WORK THAT PAUSE. To educate about menopause, we use a series of hand gestures inspired by Indian culture, which encourage self-touch and focus on strengthening the body and mind. 

Credits: Copywriting and Art Direction : Nithika Romy, Nanda Kovic, Paula Uzicanin

School: NIFT Delhi, Brixton Finishing School, Edinburg Napier University

Back To School with Pepsi : Student Work From Miami Ad School

Advertised brand: Pepsi
Advert title(s): Back to School with Pepsi
Advertising Agency: Miami Ad School, Miami, USA
Creative Director: Gustavo Sanchez
Art Director: Tassia Valim
Copywriter: Tassia Valim
Illustrator: Tassia Valim
Design: Tassia Valim
Short rationale: “A dynamic and fun promo video for a Back to School campaign attracting younger audiences to Pepsi’s new app.”

Keerthy Keyan : In Conversation With An Advertising Creative

Keerthikeyan Dakshinamurthy, or simply Keerthy is an Art Director from Chennai, Tamil Nadu, India. Brought up for most of his life between Kuwait and India, he is currently based in Miami and has recently graduated with a degree in Art Direction from Miami Ad School and a Master of Science in Global Strategic Communications at Florida International University.
Keerthy is an artist, a technologist, and an art director, finding his inspiration from life around him to convey his craft. He is also passionate about surfing, football, and music (playing the guitar), traveling, and creating art along his journey.
He aspires to explore the advertising industry and all that it has to offers to create for various brands and tackle social issues by offering a voice where there is none. He hopes to one day open his own agency that focuses on creatives purely derived by new and experimental technology. His portfolio can be found at

Why are you into Advertising?
Over my Career, I’ve been in sales and marketing roles across various industries. But I can honestly say that none of them gave me the happiness, satisfaction, and drive to wake up every morning like advertising did. Making the switch was one of the hardest decisions I’ve ever had to make, but today, I’m proud and grateful that I did it. It the one decision I will always be grateful for having the courage to do.

Did you attend school for fine art or design or Communications?
While I did my undergrad school in Manufacturing Engineering at Anna University in Tamil Nadu, I’ve since completed my Masters Program in Global Strategic Communication at Florida International University as well as an Art Direction Degree from Miami Ad School.

Tell us about your awards?
While it is an ongoing journey, some of the recent awards I’m proud of are the Vega Digital Award 2021 for my Project #PutAPinInIt. I also recently received a Graphi Gold for creating a social protest poster regarding on overconsumption of digital media. We also received the honour of having one of designs be used as the official Poster for the Cinema Italy Festival 2019 that takes place annually in Miami.


Lay’s : Student Work From Miami Ad School

Advertised brand: Lay’s
Advert title(s): #SaltyNotSorry
Advertising Agency: Miami Ad School, Miami, USA
Creative Director: Manolo Garcia
Art Director: Tassia Valim
Copywriter: Skyler Braswell, Luvkumar Khemlani
Design: Tassia Valim
Short rationale: “#Saltynotsorry is an integrated campaign encouraging people to be honest and have fun, no matter the situation. According to Urban Dictionary, the word “salty” is to be bitter or upset. However, thanks to pop culture, the term has generated a trend of memes that we can laugh about. We want people to experience fun moments of enjoyment with any interaction throughout their day.”