POW is a global organization helping passionate outdoor people protect the places and lifestyles they love from climate change. We partnered with POW Europe on a mobility campaign, encouraging sustainable travel.
POW EU asked us to create a mobility campaign for all European countries, encouraging people to travel to the mountains in a sustainable way this winter, either by train, bus or carpooling. With plane travel being the primary cause of CO2 emissions for winter sports, taking a train over a domestic flight can reduce emissions by 84%.* (*Our World In Data).
We discovered that our target audience's travel experiences are usually defined by stress, impatience and frustration - which is at odds with skiers and snowboarders' laid-back, adventurous attitude to life. Why wait until you’re on the slopes to start enjoying yourself? We landed on the concept of reframing the journey as part of the adventure.
‘Reframe’ became our keyword, and highlighting the diverse landscapes seen through the window frames of trains, buses and carpools on their journeys to the slopes was our guiding visual. We paired this with a bold and dynamic color palette, a mash of typographies to get the heart racing, and a tone of voice that spoke to our audience on their level without judgment.