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Statens Järnvägar (SJ AB) is a Swedish train operator, owned by the Swedish state, commissioned to operate profitable and affordable passenger transport.
SJ AB recently entrusted TBWA with its new communication campaign. The advertising agency chose the slogan “Whoever. Wherever” and a video to explain that the carrier’s lines are open to everyone, whatever the purpose of their trip.
In the clip “Paul’s Journey,” we see the transition of a traveler. The film also emphasizes the positive reactions of other passengers.
But the message of the film takes a more political turn when one reads the comment of one of the officials of the advertising agency: “In a time when some politicians are trying to divide people and shut people out, we decided to remind Swedes that SJ is there for you, whoever you are, wherever you wanna go.”