If 50 folks journey in an electrical bus, the emission will probably be 11 occasions lower than in the event that they journey by electrical automobile. It might even be 36 occasions lower than in the event that they journey by a fossil fuel-burning automobile. These are statistics that had been launched by Swedish transport operator Västtrafik, which has additionally commissioned a spot that outlines the comparisons, utilizing the precise autos piled on high of each other for instance them.

Created by Forsman & Bodenfors, the 55-second movie options numbers from the IVL Swedish Environmental Analysis Institute, which Västtrafik has used to showcase to audiences the completely different ranges of carbon dioxide emissions being made by completely different automobile varieties.

“The preliminary temporary was to focus on the large local weather advantages of electrical buses. Västtrafik additionally wished to faucet into the continued debate about electrical automobiles. They’re certainly essential, however not the entire answer. Principally, Västtrafik wished us to create an ‘iconic picture’ that might symbolize every thing that’s nice about public transport. Fairly a problem,” Pontus Caresten Lychou, copywriter at Forsman & Bodenfors, defined to Adweek.

On the finish of the movie, the autos are positioned on high of one another, in opposition to the Swedish panorama to resemble bar charts of the emissions generated by every of them to showcase the local weather advantages of public transport.

Making statistics accessible

The statistics are primarily based on the automobile’s total life cycle, together with manufacturing and operation, with every automobile holding the Swedish common of 1.4 folks.

“With this marketing campaign, we wished to make statistics out there to extra folks, as a result of a prerequisite for reaching the local weather objectives is that we share the sources. We have to journey extra collectively, it’s merely not sufficient to switch tens of millions of fossil automobiles with tens of millions of electrical automobiles,” added Lars Backman, CEO of Västtrafik.

Forsman & Bodenfors

“We thought of pictures that talk complicated details and realized that statistics does simply that,” continued Lychou. “However sadly, statistics are fairly boring and infrequently go unnoticed. So we determined to current them in a brand new, spectacular approach. We requested IVL Swedish Environmental Analysis Institute for the newest figures and used precise miniature autos to create the bar chart.”

With media planning and shopping for by PHD, the marketing campaign will run throughout print, on-line movie, inside Västtrafik shops, Instagram, Fb, Snapchat and TikTok.


Inventive company: Forsman & Bodenfors
Account supervisor: Greger Andersson
Account supervisor: Helen Johansson
Artwork director: Johanna Landberg/Axel Tagg
Copywriter: Pontus Caresten Lychou
Copywriter intern: Amanda Förberg
PR-strategist: Julia Samuelsson
Designer: Christopher Ek
Company producer, Movie/Digital: Åsa Hammar
Nonetheless photographer: Faramarz Gosheh

Marketing campaign movie

Manufacturing firm: Camp David Movie
Director: Oskar Wrangö
Producer: John Ericson
Govt producer: Kristina Wibom
Set designer: Tobias Allanson
D.O.P: Viktor Skogqvist
Editor: Fredrik Åkerström
Sound design: Joakim Kristensen
Grade: Joakim Rissveds
VFX: Naive
On-line: Wille Rising
Music: Eleventh hour by Magnum Opus (recomposed Bagatelle No 11 Op. 119 by Ludwig van Beethoven)

Behind the scenes

Manufacturing firm: Camp David Movie
Director: Faramarz Gosheh
Producer: John Ericson
Govt producer: Kristina Wibom
D.O.P: Faramarz Gosheh
Edit, grade and on-line: Faramarz Gosheh
Sound design: Mopiano 
Music: Artlist

Media: PHD

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