Neste: No Country For Canyons

Neste, an engineering services company, improved road conditions and showed it is a brand that cares by turning potholes into canyons in Finland.

Summary

81% say that the main problem with the roads are potholes. The largest gas station chain in the country wanted to do something about it. To see the real size of the problem, we zoomed in on it. We turned the potholes into canyons, and canyons into travel destinations. We called it "Greetings from Canyons of Finland" (in a country with no canyons, of course).

Background/Goal

Every spring newspapers in Finland are flooded with headlines about the poor condition of our roads, now that you can see them for the snow. 39% of people are not satisfied with the...

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