“A project as green as spring!” – A corporate campaign that emphasizes the significance of the moment, merging the fertile nature/season of femininity with the start of a new major urban infrastructure project. At the same time, aligned with the uniquely feminine celebrations at the beginning of March, the context was suitable to connect the concept of equal opportunities with the importance of the M6 project. The value of feminine involvement was emphasized through its association with the vital, regenerative force that spring brings to the cycle of seasons. A chocolate clover, a bulb flower, and a lichen-adorned mărțișor conveyed the message “Wishing You a Beautiful Spring!” in an eco-friendly, natural campaign.
Public Campaign: “Traveling-Mărțișor!” Crocheted hearts made from M6 green wool were offered to female passengers on the platform and in metro carriages on March 1st.
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