Attention all drivers, watch this driver trying to park:

Frustrating isn’t it? The film is part of a campaign by agency, Familjen Sthlm, for Stockholm public transport organisation, Trafikförvaltningen SL, that challenges the common idea that the car is the most convenient form of transport. The film, that blends frustration into an everyday scenario, is accompanied by a series of images with the same effect – a petrol station’s cost sign, a snail trail traffic jam, a parking ticket on a windscreen… The campaign message is simple – Ride with us instead.

“With the campaign, we want to show situations with a high recognition factor, and we want to show that there are alternatives. With increased inflation and high fuel prices, SL and public transport offer a cheaper and more convenient way to travel in many locations. Therefore, the campaign must implicitly communicate the advantage of avoiding traffic queues, looking for parking, and paying expensive parking fines,” stated Johan Nordgren, head of marketing communications at SL.

The campaign OOH appears across Stockholm and its surrounding municipalities and is supported in the daily press, social media and YouTube.

“We like the idea of meeting the recipient in the same context they find themselves in when they see the advertisement. Therefore, we chose to specify the location of all devices to get the maximum effect at the receiver. It is also a touchy thought for us to be able to induce anxiety and a feeling of “what-the-hell-I-didn’t-drive-with-the-SL-for” when motorists are sitting there alone in their cars,” added Hedda Hyland and Ulf Paulsrud-Sirbäck, creatives at Familjen Sthlm.

Credits:

Client: Trafikförvaltningen SL
Project Manager: Kerstin de Potocki
Head of Marketing Communications: Johan Nordgren

Agency: Familjen Sthlm
Creative Director: Johan Helander 
Copywriter: Ulf Paulsrud-Sirbäck
Art Director: Hedda Hyland
Graphic Designer: Johan Olsson 
Account Manager: Alma Sunnemark 

Photography: Fredrik Bengtsson Studio