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