Personal space is no laughing matter in Finland. When Finns wait for their buses, the crowd typically disperses as much as humanly possible.
One would have to see it to believe it. And many have, as evidenced by the number of pictures circulating online. Shot by amused passers-by, they feature a typical morning or evening commute scene, with Finns standing at regular intervals avoiding all interaction.
These Internet memes have now inspired advertising. Nissan’s Nordic Europe division uses the bus stop scenes to highlight their Automatic Distance Control that regulates safety distance on the road.
“The people standing at the bus stop are a perfect match to represent Nissan’s safety feature. Both control distance automatically,” says Creative Director Erno Reinikainen at TBWAHelsinki, Nissan’s advertising agency in Finland. “This everyday situation is something all Finns can relate to,” he continues.