SBB – Ein Tick besser. Ein Tick grüner
Winner
Excellence in Brand Strategy and Creation
Brand Communication – 360° Campaign
Credits
Company / Customer
Details
SBB is sustainable by nature – yet in everyday life it is not always perceived as the climate-friendly alternative to the car. The challenge: anchor this perception with minimal budget. The solution: a simple but powerful idea. The second hand of the iconic SBB station clock turned green, making sustainable mobility visible in people’s daily lives. Under the motto “Time to be better. Time to get greener.” the clock hand became the symbol of a campaign connecting owned, earned and paid media. The result: media value of over CHF 10 million and a budget efficiency factor of 9.2.
The Jury‘s Statement
Sustainability is central to SBB, but it does not automatically shape how the brand is perceived in everyday mobility. "SBB – Ein Tick besser. Ein Tick grüner" ("SBB – A Tick Better. A Tick Greener") addresses this with a precise guiding idea: the station clock’s green second hand makes the brand’s climate benefit visible through a familiar symbol. What matters is the execution across all touchpoints: a small design intervention becomes a cohesive communication system that does not buy attention, but plausibly generates it in public space and across media.
