The challenge was to celebrate the 15th anniversary of ‘Metro do Porto’ with a campaign to shake both customers and brand perception.
One thing we were sure since the start: this celebration needed to be a party. And we also knew that it couldn’t be a conventional one, with a scheduled place, date and time. This party had to be stirred, organic, itinerant, alive, like the movement Metro do Porto had brought to people and covered cities’ day to day life.
“15 years of Metro. 15 years of Party” was the motto for an entire day of celebration, running especially in two spots: at Trindade metro station, grid’s main interface, a vinyl band was installed along the rail lines. Whenever someone stepped on it, or the subway passed through it, music, dance and wide-ranging animation were unleashed. As soon as space was cleared once again, the party stopped until someone or something on the rails was back in range.
Throughout the network, an animated troupe of musicians was entering the subway compositions to bring the party to those who were travelling in the subway and to all the cities connected by it.
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