Porto Underground runs an annual campaign with the objective of attracting new public transport users and raising awareness about its ticketing system – the stations don't have barriers which leads to fare evasion issues.
The concept for 2012 was a competition where the user with more ticket validations would win a prize.
I was responsible for the development of the concept for the advertising material - displayed on stations and inside/outside the vehicles - as well as the micro site for the competition.
Concept by Carolina Castro
Development & Illustration by Henrique Leite