STIB/MIVB is the main public transport company for the Brussels-Capital Region, with a network spanning metro, tram, and bus lines that most working residents rely on for their daily commute. AKQA Brussels came to us with a clear challenge for Gustaf Hjalmars, to show Brussel's residents that their subway subscription travels far beyond just their daily commutes.
Gustaf’s joint illustration and animation expertise, made him the perfect choice to bring the campaign to life. With the concepts in place, a perfect partnership formed between Gustaf’s simple yet striking illustrative style and his his keen eye for a visual metaphor. The illustrations needed to be clean, clear-cut and visually delicious (and no, we’re not just talking about the frites). Gustaf not only created his signature vector illustrations, but also harmoniously animated each visual to move from the map lines to a surprise each time.
In both national languages (Dutch and French), Gustaf’s animations take you on a journey along the iconic lines, from the metro map to local favourite pastimes. Grabbing a rooftop drink after work, swinging padel rackets, or enjoying the nation's favourite bite to eat: frites and mayo.
All about shifting perceptions and living city-life to the fullest, the campaign is live on the network’s 50th year anniversary for Autumn and spans across socials, posters and even inside the trams themselves.
