2026 Winner

Metrolinx faced a perception challenge among Chinese riders in the GTA: while GO Transit was widely used for commuting, it lacked emotional resonance and was seen as purely functional. Lunar New Year offered a culturally significant moment to shift that perception, but required an approach rooted in tradition rather than generic branding. Grounded in the insight behind the phrase “travel brings good fortune,” the campaign positioned GO as part of the holiday journey and brought that idea to life through a custom red envelope, a central symbol of Lunar New Year. Distributed at Union Station, the envelopes were paired with themed sticker packs, inviting visitors to personalize them on-site before sharing them with family and friends. This simple interaction turned a piece of print into something participatory and culturally relevant, extending the brand beyond the station. In total, 1,335 envelopes were distributed, driving strong dwell time, repeat engagement and organic sharing. By rethinking print as participation rather than communication, the campaign repositioned GO Transit from a weekday utility to a brand that could meaningfully show up in moments of cultural celebration.

Credits

Ethnicity Matters
Wendy Castillo McFarlane - Managing Director
Sowmyaa Narayanan - Group Account Director
Lorraine Liu - Group Creative Director
Sophie Li - Senior Copywriter
Natalie Choi - Art Director
Abhijeet Ray - Managing Director, Media & PR
Lilian Lo - Senior Media Director
Indira Martinez - Strategist

Metrolinx
Sharyn Byrne-Nearing - Vice President Brand Digital & Product Marketing
Holly Kyriacou - GO, Brand Director
Keith Golding - GO, Brand Advisor

THOSEHERE STUDIO - Animation Partner

Salt Experiential Commerce Inc. - Activation Partner

Aotu Concept Ltd - Activation Partner