SJ Swedish Railways: Welcome sign

What's the best way to travel between the 2 largest cities in Sweden: fly, drive or take the train? This campaign for SJ National Rail was aimed at drivers. When driving the approximate time is 5 hours. After a 3 hour drive, (that's what the train takes) you get the message that you would have already arrived by now. Road signs were placed with flower plantations, showing the city crest.

Agency: King, Stockholm, Sweden
Creative Director: Frank Hollingworth
Copywriter: Niclas Carlsson
Art Director: Alexander Elers, Josephine Wallin


chintan ruparel's picture
chintan ruparel
1516 pencils

good somethings going wrong somewhere...

~ old habits die hard, older ones never do ~

kalpesh78's picture
2580 pencils

I'll tell you whats wrong. Either this is student work or someone's done very bad photoshop work.

ideas....30 minutes nahi toh free.

Corona Raymaker's picture
Corona Raymaker
549 pencils

Good Idea. Lacking Execution.

SummerA's picture
154 pencils

I'm not liking the line - "With SJ you would have already arrived in Gothenburg" But they're already in Gothenburg. The sign should have been placed a couple of miles away from Gothenburg. Preferably in a busy highway that leads to Gothenburg which gets alot of traffic.

ivan's picture

Read the explanation below. They did exactly what you're suggesting.

Ivan Raszl, admin of AotW

JohanB's picture
4 pencils

The signs are originally in swedish. The pic above is "photoshop-reality".

timmster's picture
8 pencils

That's not a photoshopped picture. It's a real one showing the installation.

kc_brock's picture
703 pencils

this may be an actual shot, but it still looks fake.
the touch up is wack.

the idea is kind of ok though.


Minimum's picture
1496 pencils

I think it is the real one. But because it is originally a swedish text, they quickly photoshopped the image into english so it could be sended to the internet community's.

...and let the poets cry themselves to sleep. And all their tearfull words would turn back into steam's picture
1021 pencils

not really sexy this ad.

Minimum's picture
1496 pencils

Would it be better if there was a half naked woman instead of the flowerbed? I doubt it

...and let the poets cry themselves to sleep. And all their tearfull words would turn back into steam

picturejockey's picture
658 pencils

It is an old concept. I remember a campaign by some township developvers with hoardings saying "You'd be home by now if you lived in..."

shrinked virus's picture
shrinked virus
12 pencils

great idea, could have stretched the impact in execution

'pixjockey', almost every idea comes close to one used in the can be likened to
the line 'sitting on the shoulders of giants'

as for you roman- i bet you wouldn't mind creating an ad for the pope using a nakes woman. right?

nuclearshower's picture
233 pencils

I love the idea not the execution

Chris's picture
1987 pencils


Guest's picture

if you book the train ticket some months could get really good price compared to the ordinary price...

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