HSL provides a flexible travel card for visitors, but how do we get the word out to tourists in town? We did a campaign centered around a series of images featuring positive international hand signs from "heart" to " winning/peace" to "heavy metal" (Finland is the land of heavy metal, hellishly long winters and public transport). All of the hands hold the travel card we want to familiarize to the visitor. The headlines connect the visual to the travel card main message, which is straightforward enough to be understood by even the impatient visitor. The campaign featured posters at Helsinki's main airport, train stations, harbours, all of HSL's own public transportation, and print ads, banners, Facebook cover photos and posts.
Outdoor advertisement created by 358, Finland for Helsinki Region Transport, within the category: Transport.