TBWAHelsinki Creates #UglyTruth Xmas Sweaters

From climate change and war to plastic in our oceans, technological manipulation and sexual harassment, the big headlines of 2018 haven't exactly been pretty - so it's no surprise many people would rather forget them.

In an attempt to keep important issues in the public eye, Nordics newspaper Helsingin Sanomat and TBWAHelsinki have tapped into the fad for ugly Christmas sweaters, turning the seasonal staple into something more than a mere fashion statement with the launch of a new, limited edition knitwear collection.

Instead of garish colours and naff motifs, the 'ugliness' in the #UglyTruthSweaters comes from the subject matter presented in the designs of the five jumpers, which depict some of the past year’s ugliest news topics. Produced locally in Lieto, Finland, the 100 per cent wool sweaters bear the tagline 'The truth may be ugly, but it never goes out of style', reminding people that there is no subject that journalism should turn a blind eye to. 

“Truth is the cornerstone of journalism, no matter how ugly it is. We can't shy away from topics that are difficult, in your face or hard to swallow. That's why this Christmas we are wearing them on our sleeve, literally. It is our responsibility to bring these matters into the public consciousness and keep them there as long as they remain unsolved,” says Kaius Niemi, the paper’s senior editor-in-chief.

The sweaters, which have been sent to influencers committed to resolving the various 'ugly truths', will be accompanied by a set of articles published in Helsingin Sanomat examining each subject in more detail. 

The #UglyTruthSweaters campaign follows last summer's stunt, also created by TBWAHelsinki, which saw the paper welcome presidents Donald Trump and Vladimir Putin to the Land of Free Press ahead of their Helsinki Summit. A series of outdoor ads spread out on the presidents’ route displayed the paper’s past headlines regarding both leaders and their relationship with the media, sparking a debate on the state of press freedom.

“Helsingin Sanomat has an established strategy in acknowledging its role and relevance in society with these kind of statements," comments the agency's chief creative officer Jyrki Poutanen. "It is a counterpower to indifference, be it towards press freedom, climate change or war."