Movia

The purpose is to positively influence the perception of buses. From a negative identification to a positive belonging. From irrelevant to relevant and from institution to personal.

The overall campaign message is; Movia does not transport passengers, but people with stories.

Agency: Yellow Advertising

We communicate the message through personal identification, sympathy and human curiosity.

The campaign message is communicated on three levels.

The overall story
The basis for our communication and the message that we as people feel closer if we know more about each other.

The shared story
Our shared stories create a greater sense of connection and identification with the others on the bus.

The personal story
We all come with a story. Either unique or as a variant of someone else's.

The stories were collected from the passengers and shared on channels such as outdoor posters at bus stops and screens in the bus, as well as on social media.