2020 Winner

CASE SUMMARY

Toronto drivers spend an average of 86 minutes a day in traffic. To save commuters time, Metrolinx encouraged drivers to consider taking GO Transit. Working with BBDO, it showed them all the things they could be doing instead of driving, such as “learning to fold a mattress cover” or “texting the perfect GIF.” Different ads were created for every minute of the day and each was synchronized with a network of digital billboards, ensuring commuters would never see the same ad twice. The campaign earned 86 million impressions, and in the month after the campaign, GO Transit saw ridership climb to a record 6.5 million.

Credits

Creative Agency: BBDO Toronto
Chief Creative Officer: Denise Rossetto
Chief Creative Officer: Todd Mackie
Associate Creative Director (AD): Guilherme Bermejo
Associate Creative Director (CW): Nick Doerr
Account Supervisor: Karrie Kwong
Account Executive: Andrea Stranges
Sr. Planner: Zach Kula
Sr. Project Manager: Sarah Ng
Sr. Print Production Manager: Jennifer Wong
Sr. Production Artist: Jason Rooney
Proofreader: Sheila Gray

Media Agency: PHD Canada
Group Account Director: Katarina Kovinjalo
Associate Director, Digital: Karina Gersonde
Account Manager: Scarlett Park

Client: Metrolinx
Director, Brand & Digital Marketing: Sharyn Byrne-Nearing
Sr. Manager, Brand Marketing: Leslie Millan
Brand Manager, GO Transit: Holly Kyriacou
Sr. Brand Advisor, GO Transit: Kathy Gorman
Sr. Manager, Digital Strategy & CRM: Alysha Hille
Sr. Digital Marketing Advisor: Gillian Lanyon