The Lisbon Metro is expanding across the city, leading to temporary disruptions. This campaign aims to create positive associations between the benefits of the Metro and the sacrifices made during this period. By connecting the Metro to diverse life moments (category entry points) beyond commuting, we emphasise its role in enriching daily experiences.
A manifesto at the campaign's core highlights the Metro as a vital force in Lisbon’s dynamism. Through real stories, we aim to shift public perception from frustration to anticipation, fostering excitement for a more connected, vibrant city.
Agency: Mustard | Role: Creative Director
