Interview about Use It Outdoor Campaign, winner of the A' Advertising, Marketing and Communication Design Award 2020
This design, using three everyday situations of people using the subway to dairio, conveys how people habitually use products that they could buy in the subway souvenir shop. This design invites to use metro products (t-shirts, mugs, bottles, toys, etc.) on a daily basis, using them at any time of the day and in any situation. For example, in one of the designs presented, a woman is seen wearing a subway shirt in a plaza, very calm and happy. The design tries to invite those who see it to incorporate the products of the subway as a new fashion.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsThe concept began with a simple question: How can we elevate everyday commuters into storytellers for the Metro brand? During brainstorming, we identified that commuters interact with the Metro not just as passengers but as part of their lifestyle. By observing behaviors, we realized Metro-branded items had untapped potential to be symbols of identity and urban pride. We worked collaboratively with the photographer and the creative team to ensure the campaign authentically reflected this insight. Execution involved selecting real commuters, not models, to feature in real-life scenarios. This approach lent credibility and relatability to the campaign.
The inspiration stemmed from the realization that public transportation is integral to daily life and culture in Santiago. Instead of viewing Metro products as functional items, we reframed them as extensions of personal expression. Just like tote bags or t-shirts can symbolize lifestyle choices, we envisioned Metro products doing the same. The idea was to connect with the commuter's emotional journey—transforming a simple travel accessory into a badge of pride and identity.
Authenticity was non-negotiable. While we aimed to drive sales, we understood that the campaign’s success depended on accurately reflecting Santiago's cultural diversity. We prioritized inclusive storytelling by showcasing individuals from various age groups, professions, and neighborhoods. We ensured that the visuals highlighted real-life moments of connection between people and Metro products, which naturally aligned with the commercial goal of creating desirability.
Our approach was rooted in authenticity over perfection. We collaborated with an amazing photographer (David Calderón) experienced in street and lifestyle photography. Instead of staged shoots, we encouraged spontaneous interactions in natural settings, the Metro itself. Lighting and framing were kept minimal to emphasize realism. Additionally, we focused on storytelling—each photograph aimed to capture a moment that resonated universally, such as a commuter using a branded water bottle at a park or a student with a Metro tote bag at a coffee shop, all these situations in places nearby the Metro and its facilities.
The challenge was to expand the narrative of Metro products while keeping the campaign rooted in the subway context. To address this, we used split-screen designs: one side depicted the product in the subway, while the other showed it in outdoor use, creating a bridge between the Metro and the broader city experience. This duality allowed us to maintain relevance within the advertising space while emphasizing versatility.
We focused on storytelling over mere functionality. While other metro systems often prioritize efficiency, we infused Santiago’s cultural vibrancy into the products and their presentation. Collaborating with the creative team, we created limited-edition items inspired by Metro's landmarks and iconography. This strategy transformed the merchandise into keepsakes and lifestyle items, setting it apart globally.
Cultural resonance was achieved through inclusivity. We conducted a social research throughout our planning team to understand commuter preferences and identified design elements that appealed across demographics. For example, bold, modern aesthetics appealed to younger commuters, while traditional motifs attracted older audiences. Every aspect of the campaign was tailored to reflect Santiago’s collective urban identity.
We employed a hybrid technique combining natural photography and subtle post-production. By keeping shoots in real-world locations and using natural light, we ensured authenticity. Post-production was used only to enhance the merchandise over a black and white execution that requieres more control, ensuring the products blended seamlessly into the scenes without overshadowing the narrative.
The next evolution involves deeper personalization. Interactive digital tools could allow commuters to customize Metro products, adding their own creative touch. We’re also exploring partnerships with local artists to create limited-edition collections that further integrate community input and reflect Santiago’s evolving urban culture. All this ideas and more merchandise it is available at Bazar Metro,
We tapped into the insight that urban consumers value functionality paired with identity. In a fast-paced city like Santiago, products need to serve dual purposes: utility and self-expression. Observing trends in urban fashion and commuter behavior, we understood that Metro products could transcend their utility to become symbols of pride, creating an emotional connection with the audience.
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