Chilean Metro Souvenir Shop: A New Fashion Statement

Designers Pancho Gonzalez and Cristian Chavez Launch Bazar Metro

The campaign was inspired by the daily commute of millions of Santiaguinos. The designers saw an opportunity to invite these commuters to literally 'use' the Metro, not just as a means of transport, but as a lifestyle choice. The concept, "Use It," encourages the use of Metro products such as t-shirts, mugs, and bottles, turning them into everyday essentials.

What sets this campaign apart is its innovative approach to merchandising. Similar to the London Underground's souvenir shop, the Santiago Metro launched Bazar Metro, the official store offering a range of Metro products. The uniqueness lies in the integration of these products into the daily life of the commuters, making them a part of the city's culture and lifestyle.

The campaign was brought to life using photography, Illustrator, and Photoshop. The designs were displayed as out-of-home (OOH) advertisements inside the subway, making them a part of the commuter's journey. The team behind the campaign included Cristián Chávez, Jorge Fajardo, Neil Arce, and Pancho González.

The design captures everyday situations of people using the subway, conveying how these products can be incorporated into their daily routines. One design, for instance, features a woman wearing a Metro t-shirt in a plaza, looking calm and happy. The campaign invites viewers to see Metro products as a new fashion trend, something to be used at any time of the day and in any situation.

This unique approach to advertising earned the campaign the Iron A' Advertising, Marketing and Communication Design Award in 2020. The award recognizes well-designed, practical, and innovative creations that meet professional and industrial requirements, contribute to a better world, and provide fulfillment and positive feelings.