YEAAH: Cross-media campaign promoting multi-modal mobility

Verkéiersverbond - Communauté des transports

The aim of the Transport Association was to increase multi-modal mobility, meaning encouraging the use of combining different transport methods. We developed a cross media campaign called Yeaah, featuring an overstated and slightly comical leading character, the memorable Yeaahman. He always finds the quickest route to get to his destination. His ‘thumbs up’ become his trademark, visible throughout the various creative executions and repeated in the logo. The positive reinforcement should encourage people to use the mobility platforms online or via the app, reducing traffic jams, stress, environmental impact and time spent on the road. Yeaahman uses various means of transport across the newspaper, outdoor and Facebook platforms while always looking cool and laid-back.

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