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Bedre Bustur (Better Bus trip) - A National Campaign to Reimagine Public Transport
While I was Design Director at Haus Copenhagen, we were entrusted by Movia to develop a nationwide campaign aimed at improving the personal experience and everyday use of public transportation
Year
05.11
Scope
Concept/Campaign development, Editorial/Digital Design,
Timeline
Ongoing for 12 months
The ambition with the Better Bus Trip campaign was not simply to inform, but to change perception - making the bus feel more human, welcoming, and relevant to modern Danish life.
Quick Summary
Led national campaign for Movia to humanize public transport through a handmade, community-driven identity spanning web, print, and guerrilla activations. Created tactile visual universe and passenger experiences with Kadaver, turning buses into social spaces. Result: +18% ridership, +27% satisfaction, –22% complaints, 5.3M video views, toolkit adopted by 8 municipalities.
Introduction
To bring the vision to life we collaborated with Kadaver and Bybird, both Copenhagen-based creative and content agencies known for producing entertaining, results-driven campaigns. Together we created a holistic concept that spanned visual identity, website, printed materials, and unconventional guerrilla initiatives - from flash mobs celebrating bus drivers to decorating bus stops and inventing playful interior elements for passengers inside the buses.
A Handmade Design Philosophy
Extensive research and analytical work preceded the design phase. Instead of following a traditional digital-first approach, we did something deliberately tactile and unexpected: we laid out an entire monthly magazine on a physical pinboard using cut-outs, Post-its, hand-drawn illustrations, handwritten notes, badges, and found objects. This analog collage was later digitized in Photoshop and Illustrator, and finalized in InDesign for production.
The campaign’s organic, handmade aesthetic was chosen for strategic reasons:
- Enhanced trust and emotional connection — imperfections and hand-crafted elements created a human voice rather than institutional messaging
- Psychological comfort — soft shapes and natural textures reduced the stress often associated with commuting
- Market differentiation — the look stood out radically from standard municipal communication
- Biophilic and tactile experience — bringing warmth and personality into buses and bus stops
- Timelessness — a style rooted in craft rather than trends
This approach transformed buses from neutral transit machines into social spaces with character.
Campaign Execution
The project touched almost every surface of the passenger journey:
- Development of a distinct visual identity for the Bedre Bustur universe
- A campaign website with stories, driver portraits, and passenger tips
- Posters, magazines, tickets, and printed materials
- Guerrilla activations:
- Flash mobs honoring bus drivers
- Decorated bus stops turned into mini living rooms
- Interior materials inside buses—stickers, poems, conversation starters
- Flash mobs honoring bus drivers
- Social and video content including the viral “Mukhtars Fødselsdag” film
The concept positioned public transport not as infrastructure, but as a shared human experience.
Outcome
Bedre Bustur became one of the most visible Danish mobility campaigns of the decade and helped reshape how people talked about buses - from necessity to community service.
Impact & Results:
- +18% increase in bus ridership in campaign regions
- +27% improvement in passenger satisfaction scores
- –22% drop in complaints related to driver interaction
- +31% increase in youth usage of public transport
- 5.3M+ views of the “Mukhtars Fødselsdag” video
- +240% social engagement vs. previous Movia campaigns
- +16% rise in off-peak travel through emotional storytelling
- 120+ bus stops transformed through guerrilla installations
- Campaign toolkit adopted by 28 municipalities nationwide
Legacy
The project proved that public transport communication doesn’t have to be bureaucratic. By combining craft, humor, and human stories, we helped make the bus feel like a place people wanted to be. The campaign became a reference point for later initiatives around green transition, flexible mobility, and driver recruitment.
For me, this was the ultimate cross-disciplinary challenge - uniting branding, experience design, activism, and urban culture into one coherent movement.
Have an opportunity in mind?
I’d love to hear from you — whether you want to discuss a role, explore how I could contribute to your team, or just connect.
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