SL, the public transport company of Stockholm, has made it possible for customers to design their own access card, the Stockholm equivalent of the London Oyster card. Stockholmers were invited to take part in an online design contest. 100 miniature canvases, sized as Access cards, were sent to design students, to toughen the competition. 183 submissions were sent in by design students. The campaign site, design.sl.se had over 230,000 unique visitors, with 8970 designs uploaded in the three weeks of the competition.
Winners of the competition were “Skjut en blomma”, by Olov Tegby Frisk, “Slam” by Johanna Thorbjornsson, and “Tre Kronor” by Ashwani Kumar Rathee. The winners have their design printed by default in SL’s shop and are on dispaly in the subway.
The Miniature Canvas campaign was developed at Saatchi & Saatchi, Stockholm, by art director Gustav Egerstedt, copywriter Petter Dixelius, planner Linn Johnsson, account manager Tom Hedström, account manager Maria Lindskog Klasén, with photo documentation by RBLS.