BRIEF

Nominated | The One Show ‘25

How can Västtrafik, a public transport company often perceived as boring, connect with the trend-sensitive Gen Z at Way Out West – a festival where global brands like Coca-Cola, YSL, and Spotify are also competing for attention?

BACKGROUND

Västtrafik and Gen Z both care about the climate — but not as much about each other. To break the ice and foster a more positive attitude, Västtrafik needed to be seen as something more than just a transport company: they had to become interesting, stylish, and cool.

INSIGHT

Gen Z values authenticity, humor, and trends. With low-rise jeans and lower-back tattoos back in fashion, there was an opportunity to combine a trendy aesthetic with an important message: choosing sustainable travel.

solution

Tram Stamp – a temporary tattoo that urged festivalgoers to “turn their back on fossil fuels.” Through humor, self-awareness, and an unexpected link between fashion and sustainability, Västtrafik managed to stand out from the noise.

ROLE IN PROJECT
Art Director Intern