THE KINDNESS SIGN
METRO OF SÃO PAULO

Imagine standing inside a crowded subway car. All priority seats are already taken when another person from the priority group gets on and needs to sit down. What would you do?

On World Kindness Day, by changing just one detail - the shade of blue used on priority seat signage - São Paulo’s subway system posed this question to millions of people.

The change proved effective because the color of the signage was directly linked to the seat color itself, creating an immediate mental connection and triggering a feeling often ignored by those who pretend to be asleep just to avoid standing up.










2025
AGENCY: Jotacom / VP: Fabio Mello, Luiz Felipe Barella / CD: Matheus Mendes, Felipe Camarossi / AD: Kadu Mendes, Beatriz Ottaiano / Copywriters: Isabel Cassab, Marcus Perrone / Account Executive: Tatiana Garduzi Matias / Videocase: Rising Directors