Bolt Sweden
Role: Creative Director & Strategist
Role: Creative Director & Strategist
Wrongly parked scooters had become the most talked-about traffic issue in Sweden — blocking streets, frustrating pedestrians and fueling political debate. As new legislation threatened to limit scooter use unless operators took action, Bolt needed to respond. Fast.
The Challenge.
How do you encourage behavioral change in a society where direct confrontation is rare, but social norms are powerful? We needed to create an awareness campaign that resonated with the public's sense of responsibility without being overtly confrontational.
The Insight.
In Swedish culture, subtle social cues like the "judging eye" can be more impactful than direct criticism. This insight led us to develop a campaign that leveraged this cultural nuance to promote responsible scooter parking.
The Work.
We launched a PR and media-driven awareness campaign titled "Den dömande blicken" ("The Judging Eye") across 11 Swedish cities. The campaign utilized out-of-home advertising, social media, influencer collaborations, and three short films to deliver the message in an entertaining and relatable way — encouraging users to park responsibly.
Read more about the campaign in Resumé.
Campaign films — watch below.
