Together with Büro Mätzener, Salt is sending a spectacular full-branding streetcar through Zurich. The campaign for Salt Home shows the Zurich lion and his family in various living situations. The creative imagery was generated almost exclusively using AI.
Editorial
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February 11, 2026
The Salt streetcar travels through Zurich with lion-strong full branding. Source: zvg
To promote the “best Internet in Switzerland”, Salt, in collaboration with Büro Mätzener, is sending a spectacular full-branding streetcar onto Zurich’s rails that celebrates its ties to the city on the Limmat. At the center of the campaign is the proud Zurich lion with his family and their needs for a digitally perfect “Dihei”.
“With this streetcar, we are bringing the power of Salt Home directly and closely to the people in the city. As Zurich’s city symbol, the lion stands for strength and quality – values that correspond one-to-one with the characteristics of Salt Home,” says Christoph Schwarz, Director Brand Management & Marketing Communication at Salt.
Living ambience in the streetcar interior
The vehicle is more than just an exterior billboard on wheels: While the exterior impresses with its powerful visibility, the interior was designed with great attention to detail to offer passengers a real home ambience. The entire streetcar is divided into different living areas: In the living room, a series is streamed in peace and quiet, the young lion is busy gaming in his room and the last video call of the day is made in the home office. Salt Home products and services are always there as enablers.
Powerful visibility on Zurich’s rails. Source: zvg
“Full branding at this level of detail – inside and out – is the supreme discipline of outdoor public transport advertising. The Salt-Tram is virtually the ‘Rolls-Royce’ of current advertising media on rails and impressively demonstrates the impact that mobile branding can achieve in public spaces,” explains Dragan Stefanoski, Key Account Management APG|SGA.
AI as a creative tool
The creative image implementations were developed almost exclusively using AI-generated image content. “All of us in the industry deal with AI and its opportunities and risks on a daily basis. AI was indeed a blessing for this concept idea. However, the entire implementation right through to production requires the right expertise and time, even with AI tools, and remains a creative craft in a team,” says Dominik Mätzener, Managing Director of Büro Mätzener.
The fully branded streetcar will be on the VBZ network by the end of the year. Source: zvg
The Salt-Tram will continue to operate on the VBZ network in the city of Zurich until the end of the year.
Responsible at Salt: Fabrice Allegro (Chief Marketing Officer), Christoph Schwarz (Director Brand Management & Marketing Communication), Fernando Trabadelo (Marketing & Communication Manager). Responsible at Büro Mätzener: Dominik Mätzener (overall responsibility), Christian Stüdi, Pedro Moosmann (concept), Julien Junghäni (art direction). Image composing/prepress: Lorenz Wahl. Printing/adhesion: Realizer. Media and implementation partner: APG|SGA.