In the run-up to the XXVIII Song and XXI Dance Celebration, the City of Tallinn aimed to deliver a clear message to all attendees: skip the car and choose alternative transport—whether walking, taking the bus, or cycling. We knew the campaign had to be catchy enough to get everyone humming. To achieve this, we developed a colorful visual concept built around a beloved Estonian traditional song, reinvented with fresh, topical lyrics.