How do you tackle a huge subject in less than a minute? The question is not how fast can the narrator read, but rather how can the visuals carry the story and what common thread can be woven through the story line? In 2009 the Swedish Railways created a 50 second spot that covered their history in scenes that most people can relate to. For each era, they captured some of the essence of the times. But instead of simply being nostalgia, the video focuses on how travel has changed and continues to change. There is an unspoken message that Swedish Railways has been there for your travel needs and will continue to be there, and, by the way, travel is not just getting there, but also about connecting with people.

All in all, a fine example of storytelling in a promotional message.

SJ / Statens Järnvägar – Travel toward a better SJ – (2009) :50 (Sweden)

Claes

posted in Sweden, branding, video

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