CR Blog

50 Cars = 1 Bus

Advertising, Digital

Posted by Patrick Burgoyne, 1 May 2009, 10:57    Permalink    Comments (13)

Every day thousands of Swedes drive to the airport. In an effort to get them to take a Flygbussarna bus instead, Acne created this, somewhat literal, manifestation of some basic arithmetic. Traffic chaos ensued...

This sculpture of a Flygbussarna coach was built from 50 cars by the side of the main road to Stockholm airport.

An accompanying website includes a live feed of the bus-sculpture plus gizmos to work out how much carbon would be saved by switching from the car.

This film explains more

Agency: Acne advertising
Set designers: Johan Sjölin - ArtnDito; Urban Lisinski - Dekor Klippan AB
Photographer: Johan Warden
Web agency: Acne digital


That would really confuse Evel Knievel.
2009-05-01 11:14:52

That is a great comment. A tip of the hat sir.
Matt Evans
2009-05-01 12:00:06

Great way to illustrate a simple point!
imagepropaganda |
2009-05-01 12:06:56

The real-time count of cars going by the 'billboard' and usage of data is very impressive, from a technology standpoint. First-class work all around.
nirav v. patel
2009-05-01 15:30:52

Stage II could be a actual coach decorated along the same lines
lyn Evans
2009-05-05 15:55:46

that stage II suggestion is a very cool idea.
2009-05-06 09:09:20

Well im sold. im moving to germany and getting on one of these things asap. Marketing = A++
2009-06-18 11:27:36

50 cars is equal to 1 bus. This is a very cool and creative way of advertising and it really gets the message across.
car parts
2009-07-10 04:21:24

It's great, and what a great concept as well for a campaign to have everyone thinking about alternative forms of transport. A little ironic that traffic jams were the end result!! The fact that it is still being discussed obviously goes to show that the idea was a great one!
Adirec Torytski
2009-07-27 09:00:52

Great example of advertising .. but the film definitely pushes its own agenda! Advertising's effectiveness is not in getting people to look at it, but to do what it wants them to (take the bus). Yes, the average car only carries 1.2 people, and a coach CAN carry 50 ... but how many does a coach carry on average? Of course plenty of CO2 would have been saved, and of course people would have saved lots on car services, mechanical repairs, not to mention fuel ... but there is a huge range of reasons that people drive rather than take the bus. A masterpiece of faulty logic.
car service
Amanda Johanssen
2009-10-27 11:53:03

I totally agree with Amanda! The logic is not really that good. Taking the bus is just different. it might work for some countries and regions while it is not as good for others. Plus car always gives you some room for the route choice while the bus does not.
CARiD blog
2009-12-22 14:43:38

This was great
2011-09-01 16:43:00

Wow, crazy swedes! The things you see in the world. Amanda is right about car servicing and mechanical repairs... buses blow cars out of the water from the environmental/efficiency side of things.
Brian Lee
2014-02-05 20:42:51

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