The line that unites us
Client
Metropolitano de Lisboa
Services
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marketing & advertising
Year
2021
Bringing the Metro closer to its passengers through storytelling
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the brand
Inaugurated in 1959, the Lisbon Metro was the first subway in Portugal. With 4 lines, the metro connects people to their daily lives.
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the challenge
During the pandemic, the Lisbon Metro implemented extra hygiene and safety protocols for a safe travel environment. We were challenged to develop a multimedia campaign that would amplify the disclosure of these measures, instilling confidence in passengers.
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the story
The ‘the line that unites us’ campaign was developed, conveying a familiar message that highlights the importance of this transportation in daily life.
The creative concept of the campaign focused on the essence of the Lisbon Metro, represented by its symbolic lines of connection between people and their daily activities, including work, meetings, events, and relationships.
With the tagline 'the line that unites us is your trusted Metro', the campaign highlights the Metro's commitment to cleaning and disinfection, ensuring a safe and protected travel experience for all passengers.
The campaign was materialized in multiple media, including a video, digital and static street advertisements (mupis), posters, animated formats for Google and social media, radio ads, and a landing page, the latter providing detailed information about the campaign's concept and the rigorous safety protocols implemented by the Metro.
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