TCL Sytral is an institution that manages and develops all the public transportations around Lyon and it's vicinity (Bus, Trams, Metros...). 

To promote its monthly pass subscription and communicate on all the new "Back to school" offers, TCL Sytral gathered many agencies in a call for tender, to create their new print communication campaign.

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This advertising concept, designed as a freelancer for pamplemousse agency, juxtaposes the collective, shared and common nature of the public transportation network, with the personal destinations and the individual experiences of the diverse users. This process contributes to the creation of an inclusive, human and positive communication campaign, focused on the product-benefits. Moreover, this allows to adapt the concept for each targeted audience and all price offers.