"We are committed to communication whose considerations begin where they end: with the target audience. Through street surveys and online surveys, the needs of the people of Lucerne regarding a brand around mobility were recorded," Joël Wyss, Creative Director at Collective, is quoted in a statement.
"A key insight was that we rely on a consistently positive tone in our communication. Luzernmobil shows how to be part of the solution – not who is part of the problem," adds Sarah Troxler, who is responsible for the project on behalf of the Lucerne Transport Association.

This is ultimately reflected in the launch campaign, which has been visible throughout the canton since mid-November. "We believe in advertising that enriches people's everyday lives rather than disturbing them," says Lars Kienle, Creative Director at Collective. In this spirit, a poster campaign was developed consisting of over 20 short comic-style sketches. "The goal was to use the normally repetitive medium of posters in an entertaining and varied way to convey our message," Joël Wyss continues.

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With the figures illustrated by Lucerne artist Tristan Gehin, the brand was given a human liveliness. They make it possible to continuously and relatablely convey a wide variety of messages to different target audiences.

Responsible at Lucerne Transport Association: Sarah Troxler; responsible at Collective: Joël Wyss (Creative Director), Lars Kienle (Creative Director), Tristan Gehin (Graphic Design & Illustrations), Manuel Eichmann (Graphic Design), Jasmine Jacot-Descombes (Text), Jonas Holzer (Programming), Lorena Wyss (Consulting); responsible at Kurzbild: Dino Reichmuth (Photographer). (pd/cbe)

This article was published on the platform persoenlich.com on 27.01.2023.

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