#LIFEINHEL was a unique airport reality show, where a Chinese actor and TV personality lived inside Helsinki Airport for 30 days, streaming his experience live to social media. Entertainment played a central role, as Ryan Zhu, the star of the show, tested and evaluated the airport services in unscripted daily episodes, live streams, and social media posts. He turned the whole airport into media space. Fans followed his adventures inside the airport every day, engaging with the hero and the campaign for an entire month and well beyond that.