The line that unites us
Client
Metro — Metropolitano de Lisboa
Services
- Marketing & Advertising
- Illustration & Video
- Design & Communication
- Web & Mobile
Year
2021
bringing the Lisbon’s Metropolitan closer to its users through storytelling
-
the brand
Opened in 1959, the Lisbon Metro was the very first tube system in Portugal. With 4 lines, the underground connects people to their daily lives.
-
the challenge
In response to the pandemic, Metropolitano de Lisboa implemented hygiene measures and safety protocols, ensuring a safe travel environment. To promote this, we were challenged to develop a multimedia campaign highlighting the cleanliness and safety of the transport system, aiming to instill confidence in passengers and amplify the dissemination of hygiene measures.
-
the story
The multi-media campaign 'the line that unites us' was created, delivering a familiar and aspirational message that emphasizes the significance of this public transportation in everyday life. The campaign effectively communicates the implemented safety measures, ensuring a secure travel experience for passengers.
The creative concept of the campaign focused on the core of Lisbon Metro, represented by its lines. These lines symbolize the connection between people and their daily activities, including work, meetings, social events, and relationships.
With the signature "the line that unites us is your trusted Metro," the campaign highlights the Metro's commitment to cleanliness and disinfection, ensuring a safe and secure travel experience for all passengers.
The campaign took shape through various advertising mediums, including a web video, digital and static mupies, posters, animated formats for the Google network and social media, radio ads, and a dedicated landing page. The landing page provides detailed information about the campaign's concept and showcases the stringent security protocols implemented by Metro for passenger safety.
