Ruter is the company that manages all public transportation in Oslo, Norway. They`re a non-profit organisation owned by the municipality, and all revenue goes to to maintenance and improvement of the public transport service.

Each year Ruter lose millions of NOK in revenue to freeloading public transport riders. They`ve tried to take action in all kinds of ways, but have never succeeded. Even worse - every time they`ve tried, they`ve ended up damaging their reputation.

Therefore, our goal for this campaign was to turn freeloaders into paying customers in a way that made Ruter seem fair and likeable.

All the revenue from public transport fares goes directly to improving the service. For instance, more customized routes. To tell this story, we let one lucky paying customer develop a whole new - extremely customized - public transport route.

<> was implemented as a new bus route in Oslo for a week. Like any other bus route, it showed up in the public transport app, and anyone could take <> to any of Ander`s custom stops along the way.

Through posters on board and social media we invited people to develop the route of their dreams on our campaign site. Everyone who did were in running to get their route realised, and a young man called Anders was chosen the most deserving winner.

As a result <> was implemented as a new bus route in Oslo for a week. Like any other bus route, it showed up in Ruter`s travel-app and anyone could take <> to any of Ander`s custom stops along the way.

Throughout the week of the event, we followed Anders with a small film crew to tell his story, and get our message across. The film was shown on social media and in Oslo cinemas.