Trafikselskabet Movia wanted to run a long-term campaign to thematically communicate the diversity of the people who ride the bus around the eastern part of Denmark, and to show that the bus is for everybody and that a passenger is more than just a passenger.
We wanted to praise this diversity in a concept that could hold different themes over time. We then invented the concept of #MovingStories, communicating that Movia moves with 22,602 stories per hour using the speed lingo referring to how many unique people ride the Movia buses daily.
We went out with a photographer to do on-scene portraits of Movia passengers and made a mosaic of faces that were presented on buses and bus stops all over Sjælland and Lolland/Falster. 10 people shared their unique story in a deeper portrait posted on Instagram, inviting people to share their own story with hashtag #movingstories.