Keeping distance is rooted in Finnish DNA. Even before the covid-19 crisis, we’ve seen images of Finns waiting at bus stops 6 feet apart. When governments around the world were starting to gradually lift restrictions, it was important to remind even the Finns that keeping the distance is still crucial. HOK-Elanto, one of Finland’s biggest retailers, has actively communicated about safety during grocery shopping and now they continue their work with an insightful print ad that demonstrates the preferred 6 feet distance between customers: when the reader looks at the print from a reading distance it appears to be blurry. To be able to read it, you have to back up to six feet. The impression of blurriness was created by using an optical illusion relying on visual patterns. Instead of just telling people how to act, we wanted to let them experience it. The print ran in the nation’s biggest newspaper Helsingin Sanomat on 8th of May.