2016 was the 10th anniversary of SJ’s collaboration with Way Out West. SJ wanted us to handle their presence at the festival, and to market and take responsibility for their festival trains which travel from Stockholm to Gothenburg. We began by developing an Instagram board to tempt people to travel on the Way Out West train. Part of this was to highlight their new identity both on board the train and at the festival. 2016 broke all records. The WOW train rapidly sold out and the public streamed in as never before.