The people and public transport system of Stockholm give the city its pulse. A pulse that connects different areas and brings people together. This idea became the foundation of a campaign designed to increase affinity for the SL brand. Not by painting an idealised picture, but by telling it like it is.  

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Even though public transport makes life easier for a million passengers every day, the journey's aren´t always seamless. By contrasting missed departures, annoying phone behaviour and half-dressed ice cream eaters with public transport's power to bring the city to life and connect its people, we showed what really matters in the end. 

 

To give Stockholm's pulse a soundtrack of its own, we also partnered with artist Adaam, who wrote the song Alltid hennes especially for the campaign. Today, the track count as many streams as SL carries passengers on an average day.