Stockholm agency "Familjen" reframes car slogans for public transportation. - print

Car slogans. They will promise you the world.

Like Acura: "The road will never be the same". Or Audi "Never Follow". Chrysler promises: "Your next car."
VW says "If only everything in life was as reliable as a Volkswagen," as they used to be the most reliable thing out there. Nissan said, "Life is a Journey. Enjoy the Ride" and so we shall. 

So, while working on a campaign for Stockholm public transportation, it dawned on Art Director Hedda Hyland, that all these car slogans actually work better for a reliable public transportation network. So they used a car slogan, but for public transportation. 

In Stockholm, the taxi lanes are reserved for buses and taxis only. This ensures that a bus can reach the stop at the time assigned for it - despite any traffic jam. In Swedish, we jokingly call this "gräddfil", as the creme de la creme (grädde = cream) like diplomats are also allowed to drive in this lane, and I just realized that I have no idea how to explain this etymological pun to non-Swedes, so I'll just leave this here.

Every day, almost 900,000 passengers travel with SL traffic. SL operates traffic with metro, buses, commuter trains, local trains, and even commuter boats. Yes, boats! Stockholm is built across 14 major islands and is connected together by 57 bridges. 

Ad agency: Familjen, Stockholm

Client Director: Hanna Ternström
Account Manager: Alma Sunnemark
Art Director: Hedda Hyland
Copywriter: Ulf Paulsrud Sirbäck

Art Director: Oskar Ferm
Copywriter: Lia Merkel
Final Art: Johan Olsson

Art of Brand
Photographer: Carl-Johan Ekberg

Client: Trafikförvaltningen, SL
Head of Marketing Communication: Johan Nordgren
Marketing: Karin Öijerstedt, Birgitta Bräysy