Lisbon Metro’s expansion campaign reimagined the network as the city’s beating heart, turning disruption into optimism.
Business Problem
Lisbon Metro’s expansion caused temporary disruptions, threatening public goodwill. The challenge was to maintain trust and reframe the inconvenience as part of a meaningful transformation.
Lisbon Metro’s expansion caused temporary disruptions, threatening public goodwill. The challenge was to maintain trust and reframe the inconvenience as part of a meaningful transformation.
Creative Solution
Using the metaphor of the Metro as the city’s heart — with lines as veins that bring it to life — the campaign combined a manifesto film and real stories to connect the Metro to everyday moments, shifting perception from frustration to anticipation.
Using the metaphor of the Metro as the city’s heart — with lines as veins that bring it to life — the campaign combined a manifesto film and real stories to connect the Metro to everyday moments, shifting perception from frustration to anticipation.
Results
The campaign reached over 600,000 people, helping reinforce the Metro’s role as a vital force in Lisbon’s future.
The campaign reached over 600,000 people, helping reinforce the Metro’s role as a vital force in Lisbon’s future.
Agency: Mustard | Role: Creative Director
