Taxi Stockholm has to be one of the world's more creative cab firms. The Swedish taxi service has impressed us before with its digital tourist guide using GPS data, and now it's dreamed up a campaign to attract Stockholmers dreaming of escaping the dark, cold Scandinavian winter.
Of course, most people seeking a winter sun break would fly, not drive. But Taxi Stockholm cites a survey that says Swedes are more afraid of flying than anyone else in Scandinavia. That inspired the taxi company to invite people to enter their dream destination plus the name of their favorite taxi driver on a website. The winner (selected for the best-written entry) gets a trip for two -- by taxi, of course -- with free accommodation and activities planned along the way. Others will be able to follow the winners' journey in real time on the site.
Taxi Stockholm worked with PR agency Edelman Deportivo on the project, Pointbreak created the promotional movie seen here, and Almedialt did the website. Deportivo was this year's top international winner at Ad Age's Small Agency Awards for independent agencies. Since then, Edelman bought Deportivo and merged it with Edelman's Stockholm office to form Edelman Deportivo.