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SL Pride 2011 Vår stoltaste buss någonsin


A collaboration between Storstockholms Lokaltrafik and the Stockholm Pride festival


Saatchi & Saatchi


SL Pride 2011 campaign ”Our proudest bus ever” The idea is to enable Facebook users to upload their profile pictures on SL’s new double-decker buses – which are then color coded to a rainbow. We want everyone who can’t attend the parade to be able to participate and show their support.

SL will also broadcast the parade live in 360 degrees so that everyone can experience the parade from a distance.

Mentioned in media such as:

Ads of the World
Dagens Media
Lidingö Tidning
Creativity Online

Results so far:

SL Pride – Over 80.000 unique visitors And over 5000 likes in 24 hours. Over 35.000 uploaded pictures.



Nominated for the Gyllene Hjulet in the category ”most creative solution”


Petter Dixelius, copywriter
Gustav Egerstedt, art director
Erik Hiort af Ornäs, creative
Anders Ekman, creative
Mikael Näslund, Interactive Art Director
Tom Hedström & Hans Sydow, projektledare
Maria Lindskog Klasén, produktionsledare
Linn Johnsson, planner

Produktionsbolag: Dallas Sthlm
Projektledare på SL: Pernilla Sollander

All content © Copyright 2014 by Mikael Näslund.