TAM is the urbanarea transports of Montpellier, particularly the streetcar who composed by twolines and with the third line which opens in 2012.
For this project I had to create an ad campaign to promote the 3 lines ofstreetcars, especially for the third line.The 3 lines serves 3 different partsof the urban area. The first line serves the downtown, the second line goes tothe suburbs and carry on till the country side around Montpellier and finallythe third line will take you to the sea.
It's was really important to represent in this campaign the diversification ofuniverse for the travellers to understand the opportunities available to them.It was also important, to highlight the young aspect of Montpellier becauseit's one of the biggest student city in France. For this, I had decided to usethe graphic designs of the different tram lines in a concept called "Ilove streetcar, the streetcar under my skin".