The Challenge:
The Seattle Department of Transportation (SDOT) wanted to reduce the number of single-occupancy vehicles commuting to and from Center City during peak commute times, by driving awareness and excitement around the choices commuters have when traveling to and from Center City and convincing Center City commuters to make more informed and intentional travel choices — and ensure they can find the resources to do so.
The Solution:
A talking (and swearing) fish.
Seriously.
The “Flip Your Trip” campaign encourages drivers to try a different mode of commute just once a week and provides them with easy options such as public transit and telecommuting. The 3-year 360 campaign (video, digital, social, billboards, bus ads, etc) features humorous and engaging content featuring an unusual SDOT spokesperson, Sal, the SpokesSalmon.
Why a SpokesSalmon? Salmon are a Seattle icon with a notoriously difficult “commute.” Sal, short for Sally, is a fish out of water: awkward and a little weird, but her sardonic wit and playful banter make even the grumpiest Seattle commuter laugh.
Photographer: Chris Meister
Puppet Designer/maker: Adam Kreutinger
My Role: CD / Video Director / Character Concept Design / Script writing