The next campaign was a collaboration with 3 others, and this was our entry to the Design Open 2009 competition in Sweden.
The brief was to create a product or marketing strategy to encourage people to travel more by public transportation. Our solution was to create a guerilla campaign titled "Mysig resa!" (Swedish for "Cozy trip") where we highlighted the advantages of commuting by train juxtaposed with the stress of driving during rush-hour.
First we created a series of short film-clips where actors brought props onto the local train in order to make their morning commute more cozy. In one clip the actress had breakfast on the train in a grand fashion - with a table cloth, a coffee maker, a toaster, cereal, juice, and so forth. The entire cabin smelled of freshly brewed coffee and toast - and she definitely got a series of long, envious glances from other commuters on the train!
Secondly, we created print ads from each these film-clips, with the title "What do you do on your way to work?". (On the ad below we have the following text underneath: "When you travel with public transport, to and from school or work, you get to have a cozy moment for yourself. Why not grab some breakfast on the train, for example?"
We then created mockups of how the ads were intended to be placed - huge and visible at the main entrances & exits of the city, where most of the traffic jams occur during rush hour. The intention was to let the stressed drivers focus on the ads during a stand-still and let themselves dream away to a calmer and cozier way of travelling - one that doesn't get stuck in traffic jams - and opt to change their commuting routines.