Houston is a car city, so getting people to consider a commute that doesn’t include tightly gripping the wheel alone while stuck in traffic is no small task. Rather than create a transit campaign for this public sector client that was filled with guilt trips about saving the environment, we sent people on a journey that was a lot more enjoyable.
We shared stories from real people who changed their commutes–and their lives–for the better, plus we sprinkled in a few iconic Houston personalities. We showed that options such as carpooling, taking the bus, and biking can be fun and even good for you. Focusing on each person’s experience rather than more complex concepts like atmospheric concentrations of C02 made the campaign engaging and approachable for a diverse audience.
CD: Debbie Mohr
AD: Maite Rios, Claire Jones
My role: Concepting and name of campaign, messaging, copy for digital and traditional channels