Trenino Verde delle Alpi takes over Milan's M5 metro line

Target Audience 

General Public

The brief 

“Hop on, hop off, and explore with a single ticket” is the tagline that captures the spirit of Trenino Verde delle Alpi—a journey that’s more than just travel, it’s a continuous invitation to discovery. Each stop along the route is an experience in itself: starting from Domodossola, the route winds through enchanting destinations like Brig with its imposing Stockalper Castle, the breathtaking alpine landscapes of Lauchernalp, the terraced vineyards of Spiez, the iconic Niesen peak, the crystal-clear waters of Lake Thun, and finally reaches the heart of Bern, with its UNESCO-listed historic center.

To make this experience even more accessible, Trenino Verde delle Alpi is offering a special 20% discount on ticket purchases, valid for travel until October 31, 2025.

The Project

The experience aboard Trenino Verde delle Alpi has been transformed into a special installation on the Milan metro: for 28 days, a train on the M5 “lilac” line was wrapped in the stunning landscapes of the Domodossola–Bern route, recreating the sensation of already being on a journey—stop after stop.

The immersive graphics were also designed to allow passengers to purchase discounted tickets simply by scanning the QR code featured throughout the train’s interior.

This unconventional and visually striking out-of-home communication project was created to capture the attention of the thousands of commuters who use Milan’s metro every day, inspiring them to discover a slow, sustainable, and cultural travel experience just a short distance from home—perfect for a weekend getaway or a vacation full of memorable moments.

“We were immediately drawn to the idea of using a moving, dynamic, and modern space as the vehicle for this campaign—one that naturally invites people to travel and reinterprets, in an urban setting, the feeling of already being aboard Trenino Verde delle Alpi.”