Rücksichts-
nahme
Kampagne
DSW21
Agency: move:elevator
The Challenge
Public transport has its pros and cons. One of the latter is the somewhat disruptive behaviour that can occur when large number of all types of people have to share the same space. DSW21 handed us the task of communicating set boundaries of behaviour to the commuters in the city of Dortmund. The trick was, to communicate clearly without coming across as preachy or judgemental.
The Solution
We identified the patters of behavior that impact one’s experience while commuting the most. We then developed a campaign that combined the wordplay, which pairs certain behaviours with specific animals, with a unique and eye-catching illustrative style. The campaign slogan “The art of thoughtfulness” tied all the motifs together and, together with geometric artwork.
The Result
The campaign drew attention from the residents of Dortmund as well as local media and became a recognisable part of the city. Some of the characters depicted in the campaign imagery were turned into mascots, who would walk the local train stations and trains, entertaining and interacting with commuters, further spreading the campaign message and all-around positive vibe. The campaign was so successful that further images with new characters were later added to expand the message.
