2025 Winner
SilverOnline Video - Long-Form
Metrolinx
"Discover The Journey"
Ethnicity Matters
"Discover The Journey"
Ethnicity Matters
With “Discover the Journey,” GO Transit aimed to position itself as a trusted transit service for newcomers in Ontario. With transportation often essential for people settling into their new home, the campaign wanted to showcase GO’s comfort, affordability and safety to new immigrants – many of whom have their own perceptions of public transit based on experiences in their home country. The campaign highlighted GO travellers’ experiences in 10 languages. In one, a son and his family bring his father to Niagara Falls for the first time, having only seen the city as a backdrop in a photo of his parents as newlyweds. The four online videos anchoring the campaign were supported by social, digital and OOH activations. It exceeded goals, driving 43,000 e-ticket sales and generating $790,000 in revenue, with paid media delivering 21.6 million impressions. Video completion rates reached 74%, outperforming the 40% benchmark.
Credits
Client: MetrolinxSharyn Byrne-Nearing, Vice President Brand Digital & Product Marketing
Holly Kyriacou, GO, Brand Director
Fahad Farooqi, GO, Brand Manager
Keith Golding, GO, Brand Advisor
Agency: Ethnicity Matters
Waseem Shaikh, Group Creative Director
Lorraine Liu, Group Creative Director
Natalie Choi, Art Director
Adia Li, Copywriter
Cyril Kirian, Associate Copy Director
Jimmy Ma, Senior Art Director
Wendy Castillo McFarlane, Managing Director
Sheri Hachey, Managing Director
Sowmyaa Narayanan, Group Account Director
Jamie Sutherland, Group Account Director
Princia Dsouza, Account Supervisor
Abhijeet Ray, Managing Director
Louisa Lai, Media Planner
Aakash Patel, Media Director
Atharva Mangaonkar, Assistant Media Planner
Kiki Zhao, Media Planner
Jiawei Chen, Media Coordinator
Pon Lau, Studio Manager
Hoffman Yung, Sr. Production artist
Marni Lakshman,Senior Director Creative Operations
Jasjiv Singh, Strategist
Indira Martinez, Strategist
Partners:
Facts + Fuels
Vapor Music
OX7GEN
Camielle Clark - The Producer
Alina Prussky - The Producer
Sarah Phillips - Brand Strategy
MORROW CREATIVE LTD. -Photography
Holiday United Group/THE CAVALRY PHOTOGRAPHY - Photography
Sugarline Sound Co.