Tram 22 Utrecht
Campaign

Utrecht introduced a brand new tram service: Tram 22. For the local announcement and to draw the attention of all that are involved to the test rides, the Province of Utrecht and the Uithoflijn Project Organization asked to develop a locally oriented cross-media campaign. From there on the hostess came to life. An over the top enthusiastic number one fan of the tram! She has done everything in her power to introduce and promote this new yellow friend to the city of Utrecht, all by herself. She alerted people to the arrival of the tram for six months with fun and somewhat weird actions and self made promotion material. These actions were featured in videos on social media, narrowcasting in trams and buses in Utrecht and in an extensive, an online campaign film. Here comes Tram 22!

SERVICES & DISCIPLINES: Concept, Art Direction, Design

CLIENT: Province of Utrecht

COMMISIONED BY: Today

PHOTOGRAPHY: Tim Stet

VIDEO PRODUCTION: Super Solid

Imagination creates reality

+31 (0)6 146 40 197