2024 Winner
SilverExperiential/Special Events/Stunts
SilverHoliday/Seasonal Advertising
Metrolinx (GO Transit)
"GO Diwali Train"
Ethnicity Matters
"GO Diwali Train"
Ethnicity Matters
Metrolinx’s GO Transit aimed to forge a meaningful connection with South Asians during Diwali, a major festival for the community. With the “GO Diwali Train,” by Ethnicity Matters, the brand surprised commuters by transforming a GO train into a week-long Diwali celebration and spectacle, complete with decorations, posters, Bollywood dancers and gifts. Influencers joined the festivities, which were complemented by radio, TV, print, digital and PR assets.
The campaign surpassed expectations, delivering over 21 million impressions and 41,000 clicks. It also tracked record-breaking engagement in the ethnic segment, particularly on Instagram.
The campaign surpassed expectations, delivering over 21 million impressions and 41,000 clicks. It also tracked record-breaking engagement in the ethnic segment, particularly on Instagram.
Credits
MetrolinxVP Marketing: Sharyn Byrne-Nearing
Brand Director: Holly Kyriacou
Sr. Brand Manager: Adam Jagdat
Brand Manager: Yvonne Lu
Ethnicity Matters
Associate Creative Director: Gautham Seran
Sr. Art Director: Nandu Oturkar
Group Account Director: Jamie Sutherand
Account Director: Navjot Kaur
Account Supervisor: Princia Dsouza
Experiential Marketing Agency: Community Agency
Experiential Account Director: Theresa Boisvert
Experiential Account Manager: Michelle Campos
Experiential Jr. Designer: Jiawen Liu