PROUD TRAMS

Short List
ClientVÄSTTRAFIK
Category C04. Outdoor
TitlePROUD TRAMS
Product/ServicePUBLIC TRANSPORT
Entrant FORSMAN & BODENFORS Gothenburg, SWEDEN
Idea Creation FORSMAN & BODENFORS Gothenburg, SWEDEN
PR FORSMAN & BODENFORS Gothenburg, SWEDEN
Credits
Name Company Position
Greger Andersson Forsman & Bodenfors Account Supervisor
Helen Johansson Forsman & Bodenfors Account executive
Helen Johansson Forsman & Bodenfors Account executive
Lars Jansson Forsman & Bodenfors Art Director
Pontus Caresten Forsman & Bodenfors Copywriter
Christoffer Persson Forsman & Bodenfors Designer
Robert Johnsson Forsman & Bodenfors PR Specialist
Sebastian Nowaki Forsman & Bodenfors PR specialist
Anita Rafiei Forsman & Bodenfors Researsh
Nicolas Peyrau F&B Studios Photographer
Malin Ingrid Johansson Femme Film Director
Andreas Almkvist Femme Film DOP Lighting Cameraman

Cultural / Context information for the jury

For many years, Västtrafik Public Transport have supported the local Pride festival in Gothenburg, Sweden. This year, the city hosted EuroPride – a joint festival celebrated every year in Europe hosting conversation and networking for a stronger fight for equal rights. Connected to this event, Västtrafik wanted to make a bold statement for diversity. In addition to this, most people are very positive to public transport in general but when it comes to the provider Västtrafik, the majority is not as positive. To adress this gap, it was important to remind people of public transport as a force of inclusion and diversity. Their longtime collaboration with Pride was the perfect context to showcase this. We gave away six trams – one of each color in the rainbow – to young street artists from the LGBTQ community. The brief was simple; interpret ”pride” using the tram as a canvas.

Translation. Provide a full English translation of any text.

We gave away six trams – one of each color in the rainbow – to young street artists from the LGBTQ community. The brief was simple; interpret ”pride” using the tram as a canvas. During four days, a tram depot was transformed into a studio, giving the artists full access to finish their art work.

Tell the jury about the illustration.

Ebba Chambert – ”Rainbow Serpent” The work explores mythological symbolism and femininity. Oscar Andersson – “The Infinite Parade” In his work, the humoristic and playful characters form an infinite parade circling the tram. Linden Carter och Mira Cederwall Victorin – “Beautiful Nature” Their friendship is the starting point for the work, portraying wild animals coming out of the closet together. Nathalie Ruejas Jonson – “Somos Semillas” The work is a celebration to Nathalies background, nature and all the queers in Latin America. Linnéa Teljas Puranen – “Gender Fluid” During the preparation phase, Linnéa found out that sea animals have a more free gender identity – some even shift gender during their lifetime. This was the theme for her tram.

Dreamy and slightly surreal, Ice Skaters for Ikea from CZAR Brussels

Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work. 

How do you make an idea work when your entire media budget is pulled, a week before launch?

The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.

The gin, the city, the song and the search for the special colour of Seville

PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.

Final Entry Deadline: 22 October

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