358 Helsinki was asked by Nelonen Media to design and launch a new radio station aimed at a young, social media -savvy audience. To introduce a radio for the digital age, the station's identity was built around a medium familiar – and highly contagious – to the target group: animated GIF loops. With a hint of irony towards the 'mainstream hits' concept, it was also aptly named 'Loop'. In the on-going launch campaign, the internet audio stream at loop.fi is illustrated with over 70 three-second looped animations, collected from all over the world. The listeners pitch in by adding their own GIFs. All of the loops can also be 'synced' to the beat using a trackpad or a touchscreen, making 'watching' the radio station an interactive experience.
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