There are many urban myths that surround the use of the bus service in Auckland's central corridor, which is one of the reasons why it is not necessarily seen as the best mode of transport.
Graphic Design, Art Direction, some character illustration and finishing artwork.
This is an area that has a large population of professionals who are employed in the CBD, and the quickest and most reliable bus service into town. Auckland Transport asked us to create a campaign to challenge these myths by getting Aucklanders to question their knowledge and perceptions around using the bus service in this central region.
We developed bold, colourful pop-art illustrations in the style of Roy Lichtenstein, with a dose of self-deprecating humour to help debunk the travel myths.
The creative was applied to bus backs, bus stop adshels, street posters, online advertising and direct marketing. In the six months following the campaign passenger trips in the central corridor rose by 49,000.
The campaign has received a huge amount of positive feedback, being picked up by public transport groups and retweeted around the world, and taking out the TVNZ Marketing Award for the Public sector category.