Metropolitano de Lisboa

The challenge was simple: make more people aware that travelling on the Lisbon Metro can be as easy as tapping a contactless bank card. The solution was a campaign full of stories, personalities and wordplay, directed by Miguel Leão. The campaign lived across cinema, digital, social media and the Metro network itself, bringing together a wide range of characters connected by one very simple action: Tap. Go. Travel.

For Metropolitano de Lisboa, Ricardo Henriques created a campaign designed to speak to every kind of passenger: residents and visitors, commuters and occasional riders, football fans and culture lovers, early birds and late check-outs. Through a series of playful lines inspired by Lisbon, its people and even the names of Metro stations, the campaign shines a light on a feature that many still don’t know exists: the ability to travel using only a contactless bank card.