Madrid by taxi

The Madrid City Council briefed us on a campaign that would support the taxi service in Madrid for print, outdoor and digital outdoor. The objective was to highlight its differentiating features (proximity, respect for the environment, ease of use, immediacy and accessibility) from a point of view that would reflect how taxis are integrated with the city. We inspired ourselves in tourism advertising from the 20s as well as in classic publications from that time that would generate a nice visual impact while creating empathy in the target and showing the long lasting story between Madrid and the taxi service. A tone and a visual resource that no other competing service could use.