Experience 30 days of HEL

Would you spend 30 days in the Helsinki airport for the chance to win a trip to “Magical Lapland”? That’s exactly what Chinese influencer, Ryan Zhu, is competing for this month in TBWA’s aptly named #LifeInHEL campaign. This game show/reality TV/social media event will feature Zhu overcoming daily challenges, competing for rewards and learning about Finnish culture — all while living in the airport — with an open ticket home he can use any time.

Designed to dramatize the fact that the Helsinki airport has been rated best in the world, parent company Finavia hopes to attract more travelers between Europe and Asia with this promotion. Zhu’s experiences will be broadcast online daily. Will he weather all 624 hours waiting to board his flight home? Tune in to find out.

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