Västtrafik operates public transport in Gothenburg, Sweden’s second-largest city. They had a strained relationship with younger residents who perceive public transport as too expensive and believe it should be free. At the same time, Västtrafik needed to strengthen its connection with its audience and communicate the value of public transport.

Turn your back on fossil fuels. Get a Tram Stamp. That was the message brought to life at Way Out West in Gothenburg, one of Scandinavia’s biggest music festivals. Festival visitors lined up for up to 40 minutes to receive a specially designed lower back tattoo. By turning their backs on fossil fuels while backing public transport, the idea connected sustainability with a visible and personal statement.

The campaign changed how Västtrafik was perceived among the audience. Perception of the brand as funny increased by +181%, while perception of it as a modern brand increased by +47%. According to the local newspaper Göteborgs-Posten, Västtrafik was the most popular vendor at the festival, ahead of brands such as Coca-Cola, Yves Saint Laurent and Spotify.