An oldie but a goodie! If you cycle and live in Copenhagen, it's free to ride on S-Trains throughout the greater metropolitan area!

Back in 2010, the Danish State Railways wanted to let riders know about the fee changes, so instead of traditional communication methods, the team setup a ‘mock train carriage’ to build interest, and then handed out flyers at the red light up ahead.

Here at TC we love innovative ways to engage and build excitement around urban policy. It's what we'd like to call 'people first' marketing, that focuses on positive behaviour change rather than pushing a product of consumption. 

For more information and other images of the carriage, click here.

Image courtesy of Copenhagenize.