With the Salt Tram, Salt made a strong statement in the public sphere in early 2026. Working closely with Zurich Public Transport, a full-body tram design was created to exceptionally high creative standards, making consistent use of every available surface inside the carriage. The fully branded tram will be in service on Zurich’s network for ten months.
The tram depicts the everyday life of the fictional Leu family and divides the interior into three clearly defined living spaces: the living room, the home office and the children’s room. Each zone draws on typical usage scenarios and translates them into an immersive brand experience – from family life together, through productive work, to the junior’s gaming area.
There is a special detail in the office area: the desk, which has been created using floor decals, features a notebook that was personally illustrated and inscribed by Christoph Schwarz. Elements such as these lend the display a sense of authenticity and intimacy, bringing the brand message to life.
With the Salt Tram, Salt aims to infuse the brand with emotional appeal and position it as a reliable partner for everyday digital family life. The campaign combines high visibility with storytelling and impressively demonstrates how advertising on public transport can become a vibrant brand experience – right at the heart of everyday life for the people of Zurich.