The Stare Off

(real brief and campaign)

Ever since electrical scooters were introduced on the streets of Sweden the discussion has been heated. From people driving recklessly, to sloppy parking. When new laws were implemented during September 2022, the scooter company Bolt wanted to spread the message of responsible parking.

To make scooter riders reflect on their parking and inform about the new laws, Bolt decided to tap in to cultural behavior and connect to the shameful feeling of being caught in public. All with the help of an evil eye. The campaign went live on social media, outdoors and was featured on Resume.