The Sustainable Mobility Department of the Basque Government has launched an advertising campaign to promote the use of public transport, appealing to humor as a creative resource. Under the concept “Less Brum and more Pi”the action replaces the traditional institutional messages with a more casual proposal, with the aim of directly and close to citizens.

The campaign has been devised by the Dimension Agency, which puts the onomatopia of the cars in contrast (Brum) with the sound emitted by public transport cards by validating the trip (PI). From this sound idea, a coral and rhythmic piece is built in which the benefits of opting for the subway, the tram, the bus, the train or the bicycle are presented.

“Humor is a very effective way to connect brands with the public, and we believe that governments have taken advantage of it very little”Paco Cabrera, Creative Director of Dimension, said.

The main piece of the campaign is a 60 -second spot that, with a catchy rhythm and friendly tone, presents a series of citizens who leave the private car to go to public transport. In parallel, there have been shorter versions of 20 ”, Radio wedges, exterior materials, digital content and adaptations for social networks. The execution has been carried out by the producer Eika, under the direction of Aitor Aranguren, with sound postproduction of Ulu Media.

The campaign plays with commercial advertising codes, both in aesthetics and tone, to connect with a broader audience than usual in institutional campaigns. Through music, repetitions and direct interaction with the viewer, a modification of behavior is pursued without resorting to imposition, but from empathy and sympathy.

But beyond its humorous tone, the campaign focuses on the need to bet on sustainable mobility forms in the current context. The objective is not only to reduce the use of the private car, but to improve air quality, reduce noise levels in cities and make the transport system more efficient.