Cannes Lions

"Kant's trap"

PARADISE FALLS, Barcelona / TRAM, TRAMVIA METROPOLITÀ DE BARCELONA (TROLEY CAR) / 2019

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Film
Case Film

Overview

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Credits

Overview

Background

TRAM (the streetcar of Barcelona), one of the most modern and ecological modes of transport in the city, wanted to create a campaign to eliminate inappropriate behavior among some of the young people who ride their trains.

One of the objectives of the briefing was to make an online campaign with notorious content, yet on a small budget.

Within the briefing, various impolite behaviors were highlighted: feet on the seats, lack of muzzles on dogs, sitting in the reserved seats ...

The main challenge was to connect with a very young audience — boys ages 16 to 25, a traditionally unresponsive audience — over a message about manners.

That’s why we had to create disruptive and surreal content, with codes and aesthetics close to their visual world, so that the style would surprise them and in this way they could empathize with the message.

Idea

A present-daycontemporaneous teenage boy rides traveling on the Barcelona TRAMram and recognizes Kant (the seventeen18th-century philosopher) who goes in wearing a tracksuit. The teenagerboy confesses that he is a fan of Kanthis and hiKant’s work, and from here begins a video clip starring KantANT rappingsinging a trap-style hip hop track, Kant’s Trap,TRAP and that amusingly explainsning in a very entertaining way how one should behave inside the tram car.

The idea was simple: decontextualize a classic character like Kant by putting him, in a modern-day context like the TRAMram of Barcelona, ?rapping?singing a contemporary trap-style modern Trap song, to catchattract the attention of young audiences.

We chose Kant “himself” for the role, character himself (an eighteenth-century philosopher) known amongfor most teenageof the students in Spain and for his concept of the philosophy "the Categorical Imperative" (behaving towardwith others in such a way that you would like to be treated).

Strategy

To attract the attention of an audience as impenetrable as young people, instead of using a fashion blogger, modern musicians who fill stadiums or Instagrammers with millions of followers, we used a more notorious and disruptive commander: Immanuel Kant, the 18th-century German philosopher known for his concept of the “categorical imperative,” which is required reading in Spain’s curriculum. And we made him sing a trap-style hip hop song: KANT’s TRAP. A kind of music content that wasn’t going to go unnoticed among adolescents contemporaries. And to make the message more attractive and enjoyable for our audience, we used an irreverent and surreal tone to convey a series of etiquette rules to follow on the TRAM.

To generate more buzz, we used the social network Twitter as our main channel. It’s a space that’s more conducive to generating debate and where it’s not usual to find that kind contents.

Execution

The campaign was launched on March 13th, with Twitter as our main channel.

On the first day, the original tweet on the official TRAM account received about 330,000 tweets and the original tweet on the account of illustrator Christian Flores received about 320,000 tweets:

https://twitter.com/TRAM_Barcelona/status/1105772386262106112 https://twitter.com/Chraetian/status/1106228987691499520

Over the next two days, the campaign had a very strong impact on the media, with large coverage in newspapers (El País, la Vanguardia…) and interviews on television and radio stations (BTV, TV3… / SER, ONDA CERO ...) https://beteve.cat/mobilitat/campanya-civisme-tram-kant-trap/

Music magazines such as Enderrock also wrote articles about the Kant's Trap phenomenon. (http://www.enderrock.cat/noticia/18954/trap/tram/triomfa/xarxes)

The video generated an awareness level in information media valued on €1.5 million according to Tramvia de Barcelona’s public relations firm. The cost of production of the piece was €20,000. (In other words, 7500% ROI.)

In the weeks that followed, four more pieces from the same campaign were released.

Outcome

- One tweet from TRAM Twitter account and one tweet from the account of Christian Flores (illustrator)

- 600.000 views of the full film on Twitter (https://twitter.com/TRAM_Barcelona/status/1105772386262106112) + (https://twitter.com/Chraetian/status/1106228987691499520)

- Phenomenal response, including the mayor of Barcelona, Media Star Journalist and many other celebrities sharing organically and retweeting the original two tweets.

-Organic Twitter Moment

-100+ pieces of media coverage, including publications like El País (Verne), La Vanguardia, Expansion, La Ser (Radio), Onda Cero, with many magazines saying it was one of best pieces of all time on etiquette and manners.

- Inspired numerous parodies: APM, TV3 and other local broadcasting TV

- Countless high school philosophy teachers began opening their units on Kant with this video content

- Music magazines wrote articles about the Kant's Trap phenomenon. (http://www.enderrock.cat/noticia/18954/trap/tram/triomfa/xarxes)

- Neverending good comments in Twitter.