| Title | NO DOUCHE BAG |
| Brand | VÄSTTRAFIK |
| Product/Service | PUBLIC TRANSPORT COMPANY |
| Category |
D02. Promotional Items & Printed Media |
|
Entrant
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
|
Idea Creation
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
Credits
| Greger Andersson |
Forsman & Bodenfors |
Account Supervisor |
| 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 Strategist |
| Petter Berg |
Cutback Studios |
Production, film and photography |
| Assar Wallenius |
Cutback Studios |
Film editing |
Cultural / Context information for the jury
Västtrafik is responsible for public transport in western Sweden. But how do you act as a public transport provider during COVID-19? Authorities recommend people not to travel at all, but some people still need to use the service. Especially people in professions crucial for society – like nurses, doctors, teachers, etcetera. Västtrafik therefore asked us to help reminding their passengers of the importance of social distancing. They already encourage people to walk or bike whenever possible, and in their vehicles signs and messages remind travelers to keep distance. But as time goes by, people tend to forget. So Västtrafik needed something unexpected, simple and easy to use, in order to emphasize that they did everything they could to make traveling as safe as possible.
Write a short summary of the ambient work.
The key insight was that a phenomenon that used to be inconsiderate, is suddenly responsible. Normally, occupying the seat next to you on the bus is douchebag behavior. But during a pandemic, it’s an act of care. So we created the No Douche Bag – a tool that help travelers avoid crowding in a novel way. We gave Västtrafik’s passengers a clear – but polite – way of telling fellow commuters to practice social distancing (particularly suitable as Swedes are somewhat reserved). And created a conversation starter that spread the important message across the region.