Agency: Garbergs Design & Animation: Good Motion
The subway in Stockholm has automated gates that open and close based on motion detection. They have two sizes, a small one for solo passages and a wider one for when you bring a child, pet, bag or likewise. SL were experiencing issues with passengers who would get caught in the smaller gates while trying to pass with an any of the above
Therefore SL decided to create campaign that could help commuters to choose the right gate in a fun and informative way without being too provocative for commuters.
Our solution was to create charming cartoon characters who all had a geometrically matching entourage intended as a supporting actor. A key part was how to create the squashing effect of the gates without any direct association to pain or trauma. We built a technical solution that could deform the characters in a fun and over exaggerated way where the supporting actor could convey a sense of harmlessness to the situation.
The result became short eye catching animations that created both love and controversy.