6: AMBIENT & EXPERIENTIAL (24 TRAVEL)

Proud Trams - Public transport - Västtrafik JPG
Proud Trams - Public transport - Västtrafik MP4 1m:34s

Proud Trams - Västtrafik
Public transport

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Proud Trams - Västtrafik - Public transport

Shortlist

Title of Entry: Proud Trams
Brand: Västtrafik
Product/Service: Public transport
Client: Västtrafik
Entrant Company: Forsman & Bodenfors
Creative Agency: Forsman & Bodenfors
Chief Creative Officer: Forsman & Bodenfors
Creative Director: Forsman & Bodenfors
Art Director: Lars Jansson
Copywriter: Pontus Caresten
Account Executive: Greger Andersson
Account Manager: Helen Johansson
Production Company: Femme Film
Date of Release: 2018-08-15
Director: Malin Ingrid Johansson
Notes: Tram graffiti is a huge problem for Västtrafik, the public transport provider in Gothenburg. Not only is it costly to clean up, but it also hijacks the vehicles to carry messages of prejudice, sexism and homophobia. But instead of declaring war on grafitti, we decided to use it. During EuroPride festival, we gave away six of Gothenburg’s iconic trams to LGBTQ street artists, turning the debate around by making a statement for everyone’s right to public space – and public transport. The colors of the rainbow were represented by the tram line numbers; from the red number 5 to the purple number 8. Through an immersive and unconventional activation, we altered the very core of public transport: the trams themselves. By re-designing them, and making them into pieces of art rolling through the city, they acted as both the media and the message, directly facing the citizens.
DOP: Andreas Almkvist
Music Company: Kårp
Other Credits: Designer: Christoffer Persson
Other Credits: PR: Robert Johnsson, Sebastian Nowacki
Other Credits: Fotograf: Nicolas Peyrau, F&B Studios