Behave as if Mom were there
ODEG
While people on a train simply want to relax and get from point A to point B, certain behaviors don’t necessarily make the ride any more pleasant. Whether it’s loud noise, unpleasant odors, or even aggression: When many people come together, mutual consideration quickly becomes a shared responsibility. ODEG, the largest private railway company in eastern Germany, therefore addressed this issue with a campaign designed to encourage passengers, in a friendly way, to reflect on their own behavior.
How can you educate people and raise awareness about a serious issue without coming across as preachy? With a simple truth about life that we all know: When your own mother is around, you behave differently than when she isn’t. This familiar reflex gave rise to our guiding principle: “Behave as if Mom were there.”
In three videos, we show typical situations from everyday life on the train where consideration takes a back seat. But it’s precisely in these moments that the strictest - and at the same time most likable - figure in the train car appears: Mom. Through her surprising presence, she ensures that respect regains the upper hand. Abstract rules of etiquette become simple, easy-to-understand reminders for everyday life: stow your luggage, use headphones, take your trash with you, leave room for others, and treat each other with courtesy. Available on YouTube, Meta, and TikTok throughout the entire ODEG service area.
| Production: | Inhouse |
| Director: | Andrej Gontcharov |
