Tpg - Smiley en Route
Domain: Public Transport in Geneva
Context: Mandate won on pitch and realized with Parenti Design: The Branding Studio
Project Scope: 360° Campaign
My Role: Art Direction, Illustration, Communication Supports, Video Production, Pitch
Year: 2019 - 2021
Awards: (Won with Parenti Design)
- Cube Best 360° Campaign - Best of Advertising
- First Prize - Challenges de la journée du transport public - Category: Behaviour Change - Paris
Approach
Fact: As of December 15, 2019, Geneva's public transport network is more attractive than ever, including access to all Léman Express lines with tickets and season tickets valid for zone 10 "Tout Genève", at no extra charge.
Challenge: Promote the new, expanded offer from Transports Publics Genevois (tpg), while encouraging the public to use public transport.
Creative solution: Parenti Design came up with a form of communication that was as simple as it was direct: text messages exchanged between drivers fed up with traffic jams and tpg users enjoying smooth mobility on public transport.
Testimonial at ParentiDesign: The Branding Studio
"To accompany the arrival of the Léman Express, we asked three agencies to create a hard-hitting campaign. Our objective was twofold: to convince the region's motorists to use public transport on a daily basis, and then to encourage them to choose the tpg when purchasing their tickets. Parenti Design rose to this challenge, which was complex in every respect, and came up with a simple, effective and universal communication using the figurative language of text messages and emojis. The campaign is popular, highly flexible and fits in perfectly with the tpg's corporate communications. It's no coincidence that it has been hailed by neuroscientists and won a French national award!"
Jenoe SHULEPOV, tpg Communications Manager, 2019