To wait in a bus-stop shelter in December in Sweden is a miserable situation. So at selected bus shelters Vattenfall provided lighting and heated benches, which had a message on them saying: “Heat for cold bums.” In order to not become a static part of the environment, you started the heating and the light yourself by pushing a button that said “Push here if you’re freezing”.

We created a positive association between the Vattenfall brand and the inhabitants of Uppsala. The campaign also generated a lot of PR from the attention it got from the press, TV and radio.