DART / The Bus is For All of Us
Advertising with attitude.
To reshape the routines of people ages 18 to 29 who live and/or work downtown, we needed some attitude — positive attitude.
Riding the bus is an act of self-care.
Focused on the feeling of riding the bus, positioning public transit as an alternative to the cognitive labor of driving.
It’s a ride, not a drive.
Messaging, supported by visuals that welcomed our audience to discover the low-key luxury of a bus ride.