This was a project done for the regional public transportation organisation ‘U-OV’ in Utrecht, The Netherlands. The stakeholders were Utrecht Science Park De Uithof (University area), HU University of Applied Sciences, Utrecht University, U-OV and the municipality of the city Utrecht.

The central goal was to make the visitors of the Utrecht Science Park aware of the new tramlines coming through the area. Making sure people know that these trams have a longer break time, which means that they’re not able to dodge like buses can, as well as skidding hazard for cyclists when crossing the tramline roads. Nonetheless, buses are also to be watched out for. Basically, the idea is making sure students, teachers and visitors stay alert in this hectic traffic area.

The message of this concept was that people would benefit from taking on some of the qualities of animals, especially the ones where they can sense or see danger approaching. Using the animal instinct we all have to stay alert.

Look & Feel

Together with four other students we came up with the concept "Urban Jungle". This concept shows the similarities of the public transportation vehicles and the visitors of the Science Park with wild animals living in the jungle or the savanna.

Resemblances

For example, the weight of a tram can be compared to a herd of running rhinoceroses. Or the weight of a bus (12 ton) being the equivalent to two elephant's. Imagine getting hit by these animals. That's right. Quite of an impact that would be.

Design

During the process we agreed that putting some eye-catching prints on the public transport vehicles wouldn't be enough. This is where we decided to cover the stop lights with animal like patterns, so people would pay even better attention when crossing the road.

At some point we maybe took it too far?

Nah!

Campaign

After the second pitch to the stakeholders, it became clear to us that we needed a little extra to enforce this concept. This is why a campaign would come in. I've designed the poster shown in the image on the right. We concluded that with the help of a campaign, we would gain a large reach and a higher chance of changing people's behaviour when crossing roads. Especially in the Science Park area.

Result: Urban Jungle

To take this concept to an even higher level, we thought of using an influencer who is well known as an animal expert on Dutch Television. This is where Freek Vonk comes into the picture. Although we weren’t able to actually invite him to be a part of our concept, we have managed to create a promotional campaign video that pretty much captures the vibe and essence of our concept: Urban Jungle.

Concept: Team

Script: Team

Directing: Dastan Hassan

Design: Team

Influencer actor: Arthur Desel

Background actors: Marlot van Eldik, Charlotte Strietman & Melissa Lewis

Team members: Arthur Desel, Dastan Hassan, Marlot van Eldik, Charlotte Strietman & Melissa Lewis

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