Uber’s “Puja” (“Get in”) campaign, seen across Barcelona, highlights everyday annoyances like carrying heavy luggage or missing transport. The frustrating part of the sentence is crossed out, leaving only the solution: Puja. Uber. It’s a visual and direct way to say: skip the hassle, take an Uber. 

The G Más Cero proposal reinterprets this concept to reflect the real struggles of public transport users in Catalonia. Instead of crossing anything out, the problems are shown in grey, while the key message stands out in white. A subtle but powerful way to give voice to daily frustration and offer a way out. Puja. Uber.