Activation
Sluggish Trains from SJ (Swedish Railways)
The challenge
Sometimes, SJ (Swedish Railways) trains run late. And most of the time, it’s out of our control. There are about 242 different reasons why things might go wrong on the tracks. But as we all know, SJ often takes the brunt of the criticism for delays. We needed to increase understanding that, more often than not, it’s not actually our fault.
We saw an opportunity to shed light on what causes those annoying delays—and perhaps ease the irritation, even just a little.
Sluggish Trains (Sega Tåg)
That’s how Sega Tåg was born: a delay-themed candy in the form of super chewy, green gummy trains. Sega has a double meaning in Swedish: chewy in texture and a word for slow or sluggish. When trains are stuck, SJ’s on-board personnel hand them out to passengers as a small, and perhaps slightly humorous, way to make things a bit better.
On the back of the packaging, we explain a few reasons why trains might be delayed—presented in a way that’s both entertaining and informative. Whether it’s an elk on the tracks, a signal failure, Trafikverket’s maintenance backlog, or copper thieves, passengers get a clearer picture of why they’re temporarily stuck.
Just when you thought the train couldn’t get any more sluggish
Sometimes you just want to bite the head off a train
A delay candy that explains why the %@!?#&? your trains is late.
A delay candy that explains why the %@!?#&? your trains is late.