THE KINDNESS SIGN
METRO OF SÃO PAULO
IDEA, CONCEPT, COPYWRITING, SCREENWRITING
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.
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 DirectorsVV