Taking a stand against SD-Tobbe

What started as a rapid-response campaign on X turned into an award-winning concept that ran on social media, digital channels, and in print. 

Europarunt is a platform where travelers go to find information, inspiration, and Interrail passes. 2022 marked 50 years since the very first Interrail pass was sold. For half a decade, it has been a ticket to new destinations, friends, and cultures. 2022 also marked an election year in Sweden. When the Sweden Democrat Tobias Andersson shared a controversial tweet, we let Europarunt join the conversation. In his tweet, Tobias shared a photo of a subway car covered in the party’s logo and the caption, 

”Welcome to the return migration train. You hold a one-way ticket. Next stop, Kabul!”.

The next day, we published an almost identical tweet from Europarunt’s account with a very different message. 

"Welcome to the Europarunt train. You hold an Interrail pass. Next stop, cultural exchange, diversity, and peace! For 50 years, Interrail has stood for unlimited travel in 33 countries and promotes openness, freedom, and tolerance.”

The caption was accompanied by a photo depicting one of Snälltåget's cars dressed in the advertisement for Interrail's 50th anniversary. For everyone who’s not on X, we printed a full-page ad in Svenska Dagbladet. The campaign won first prize in Best European Travel Campaign 2022 at the European Travel Commission Awards.

RAPID-RESPONSE CAMPAIGN

Year: 2022
Client: Silverrail AB
Countries: Sweden
Agency: Sweet Creatives
My role: Copywriter