30,000 Toy Cars Illustrate How Mass Transit Could Dramatically Reduce Traffic

Ad shows the potential impact of a free-trial program in Sweden

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Most things look cuter when they’re in miniature, but does that still apply to something like thousands of cars stuck in gridlock?

A new ad campaign for Swedish public transit service Västtrafik turns toy cars into an imposing illustration of the 30,000 vehicles that could be removed from the road through a current promotion offering drivers in the region free bus transport for two weeks.

Removing 30,000 cars from the roads of western Sweden would amount to a 15% reduction in daily car commuters, a stat that creative agency Forsman & Bodenfors chose to represent through miniature cars.



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