Showcase

Insight

In Baku, people don’t mind advertising in public space, what they mind is feeling ignored. When a brand uses its visibility to help you in a small, practical way, it earns gratitude and trust that lasts.

Azerbaijani culture is deeply relationship-driven. In cities like Baku, daily life moves fast, but social etiquette stays strong: helping someone find their way, making room, offering a hand. These values aren’t “campaign themes” here - they’re part of how communities hold together. At the same time, public spaces are loud and crowded, so anything people accept there needs to feel simple, useful, and sincere. That cultural backdrop shaped how we approached transport as a place to contribute, not just communicate.

Idea

Turn the city’s transport touch points into a public-service layer.

Chapter 1 - Easier: Replace bus-stop ads with large, legible lists of routes that stop there; mark the routes that pass a restaurant with a small logo.

Chapter 2 - Kinder: Mirror the familiar metro announcement (“offer your seat…”) by showing a Big Mac or Happy Meal sitting on a metro seat.

Execution

We launched as 2 linked chapters – Easier, Kinder - each built for the exact moment and medium people experience it.

Easier (Bus stops): takeover-style bus stop panels that prioritized readability from distance, especially for older commuters. The small logo marker kept a brand connection while preserving the board’s main job: useful information.

Kinder (Metro): station and platform placements that echo the daily courtesy announcement, using a Big Mac and Happy Meal as simple visual metaphors , familiar, light, and easy to remember.

Content was amplified through community pages and organic sharing, letting real reactions carry the story.

Impact

While results are still being counted, the work has already reached millions and generated hundreds of thousands of interactions, alongside a +2 points increase in Ethical Responsible Company versus 2024 and +6-point increase in Brand Trust versus 2024. Beyond numbers, it sparked a rare citywide conversation: that marketing doesn’t always have to push a product to be effective. By solving a daily bus-stop frustration and reinforcing metro kindness, the brand was discussed as more human and more local - showing up as a helpful presence in people’s routines, not just a message on a wall.