No Douche Bag

Agency: Forsman & Bodenfors


Most people can relate to being on a crowded bus trying to find somewhere to sit, only to discover that someone has “reserved” an extra seat using their bag. But what normally is considered, as douchebag behavior is now, during the pandemic, something that Swedish public transport company Västtrafik is promoting.
– Usually, bags on the seat are certainly not something we promote. But during a pandemic, it’s actually an act of consideration. This simple reminder is another way of encouraging individuals to take personal responsibility, which is the fundament in the Swedish strategy. With this bag we want to, in an unexpected way, remind our travelers that we need to continue to work with social distancing, says Lars Backström, CEO at Västtrafik.
The “No Douche Bag” comes in two bright color combinations and with a striped pattern that makes them resemble barricade tape. They signal warning, but as a contrast, the text politely reads, “I’d love to sit next to you, just not right now”. The first edition of 1,000 tote bags were distributed for free at the Central Station in Gothenburg, Sweden, on the 30th of September.

This professional campaign titled 'No Douche Bag' was published in Sweden in October, 2020. It was created for the brand: Västtrafik, by ad agency: Forsman & Bodenfors. This Integrated medium campaign is related to the Public Interest, NGO and Transport industries and contains 7 media assets. It was submitted about 3 years ago.


Advertising Agency: Forsman & Bodenfors, Sweden
Account director: Greger Andersson
Account manager: Helen Johansson
Art Director: Lars Jansson
Copywriter: Pontus Caresten
Graphic designer: Christoffer Persson
PR: Robert Johnsson
Film editing: Assar Wallenius
Production, film and photography: Petter Berg / Cutback Studios


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