Outdoor > Ambient & Experiential

LOOK DOWN

PUBLICIS KITCHEN, OSLO / SJ NORWAY / 2023

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Overview

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Overview

Background:

Post-pandemic we've been flying like never before.

And the busiest route of all is Oslo - Trondheim (Norway).

Hosting as many as 525,858 travellers between the 1st of April and the 30th of June in 2022 alone, the 1 hour air route is taking it's toll on the environment.

The train company SJ Norway, that runs the train line Oslo - Trondheim wanted to get the attention of these flight passengers to tell them there is a climate friendly alternative way of traveling right underneath them.

Describe the Impact:

For the next 5 years, the message can be read along the 339 mile long stretch. If the current air traffic continues at this rate, more than 8,900,000 passengers will fly over the train and be able to see the message clearly for a total of 20 minutes during take-off + landing. (sometimes even in the air, as this is a low hanging air route).

The passengers seeing this train will contribute to a total emission of more than 500 000 tones of CO2.

But hopefully some of them will look down, put on a little smile, and choose to stretch their feet in a spacious train chair rather than a cramped airplane seat the next time they're traveling.

Write a short summary of the ambient work.

To give all of these air travellers a reminder that there 's a climate friendly alternative right below them, we printed a message on the rooftop of the train that runs exactly beneath the flight.

"Does climate crisis look smaller up there?" ran across the the train. Making the climate alternative to flying very visible from the air.

Is there any cultural context that would help the jury understand how this work was perceived by people in the country where it ran?

Norwegians are flying more domestically then any other European nation. Making it crucial to start a shift in traveling culture for the whole nation.

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