SJ wanted to increase the number of passengers on the West Coast Line, Västkustbanan, travelling between Gothenburg and Malmö.
They wanted business travellers to realise that this is the fastest way to travel between the cities, and also remind parents that it only costs SEK 31 to take the children along when they travel on the SJ Snabbtåg express. To cut through the noise and get through to the listeners, we decided to go with each city’s idiosyncrasies, and take a humorous look at things that are easy to smile at.