Safe Traffic / Press
Trygg Trafikk puts reflective use in the spotlight
Every year, Trygg Trafikk organizes national reflective day to remind us to use reflectors in the dark. In 2024, reflective day in Telemark received extra attention through a creative campaign.
The mission
Trygg Trafikk Telemark wanted to reach out to both young and adult road users through a creative and visual campaign. The assignment included both digital content and physical elements that would increase the visibility of the reflective day.
WERA designed and produced posters for 16 buses that drove around Grenland during the darkest weeks of the year.
The posters featured Kjetil Krogstad as a model – an influencer known for his inspiring dance videos that spread joy on social media. With over 1.5 million followers and a strong presence on both Instagram and TikTok, Krogstad has achieved international recognition, including winning “Best Entertainment Influencer” at the WIBA Awards in Cannes. The posters were equipped with reflective foil on the reflective strips and slapwrap, which lit up when car lights hit them. This combination of creative design and a well-known figurehead made the poster both visible and engaging, while also serving as an effective reminder of reflective use.
WERA also produced cardboard figures of influencer Kjetil Krogstad and county mayor Sven Tore Løkslid. The figures were placed in the reception area at the County Hall in Skien, where they served as a humorous and effective eye-catcher. These characters helped to reinforce the campaign's message in a physical environment, while adding a local dimension to the campaign.
WERA also produced cardboard figures of influencer Kjetil Krogstad and county mayor Sven Tore Løkslid. The figures were placed in the reception area at the County Hall in Skien, where they served as a humorous and effective eye-catcher. These characters helped to reinforce the campaign's message in a physical environment, while adding a local dimension to the campaign.
The campaign also included a short reflective film produced by and featuring influencer Kjetil Krogstad. The film featured contributions from UP, the police, pupils from Bamble upper secondary school and county mayor Sven Tore Løkslid.
The film was viewed over 228,000 times, received 200 comments and was shared on a number of websites and social media. Kjetil Krogstad’s role in the campaign also generated great interest in national media.
«WERA is always our first choice when we want to create something creative and fun. They are solution-oriented, quick to grasp the ideas that are put forward, and together we create projects that bring a lot of joy and laughter - both for ourselves and our surroundings. WERA is fast, tidy and easy to work with. »
Brita Straume
Brita Straume, regional manager Telemark, Trygg Trafikk