This Guy Is Living at Helsinki Airport for 30 Days for TBWA's #LifeInHEL Campaign

Reality TV meets game shows meets social media

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He is so not leaving on a jet plane.

In what’s being billed as the world’s longest layover, Chinese influencer Ryan Zhu will be living at Helsinki Airport for the next 30 days.

This odd exercise in inertia forms the crux of TBWA’s aptly named #LifeInHEL campaign for Finnish airport operator Finavia. The goal: to demonstrate that Helsinki Airport is the very best—it scored high marks from Travelink and other surveys—and boost the facility’s profile among folks traveling between Europe and Asia.

Some of us already feel like we live at one airport or another, right? What with all those hours spent standing in lines, bawling at the baggage carousel and cramming our fat, sweaty butts into painful plastic seats.




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