Guilt Trips
People who move from the country to the city often feel guilty about the lack of time they spend with their friends and family back home. We wanted more people to catch regional trains, so we created a new kind of prepaid ticket called the ‘Guilt Trip’. People in the country can now send these ‘Guilt Trips’ to family and friends to guilt them into visiting.
CANNES LIONS
GRAND PRIX WINNER
Regional radio ads inspired people to get creative with the guilt trip techniques.
A twenty-five page instruction manual taught parents how to guilt their kids into visiting. Fun fact: my mum posed for some of the photos.
