GREY Canada has developed a new public education campaign for Metrolinx, the regional transit agency responsible for creating and overseeing the transit infrastructure plan throughout the Greater Toronto/Hamilton Area (GTHA).
The goal for the campaign is to build awareness, understanding and support for this unprecedented expansion and modernization of an entire regional transit network. While the majority of residents in the community believe that transit is one of the key priorities for the region, few are aware of Metrolinx’ mandate and of the depth and breadth of the plans that are currently underway.
The creative executions, in film and radio, bring to life the countless ways that transit impacts the lives of people all over the GTHA every day. We follow the journey of commuters, young couples, children, and even travelers en route to Pearson and abroad, in order to show how integral transit is to the lives of so many. Through these individual, and yet connected stories, a bigger picture begins to form—one of a living, breathing network of connected transit—the very lifeblood of a growing, thriving region.
“We are in the midst of the largest transportation expansion in Canadian history. Today Metrolinx has over 500 projects underway throughout our region designed to create a fast, seamless and reliable travel experience,” said Jennifer van der Valk, Director of Brand & Marketing at Metrolinx. “We worked closely with our transit partners on this campaign and it was designed to educate residents on the journey ahead and demonstrate how a growing transportation system at the heart of our community. In simplest terms, we’re here to create the connections that get people moving.”
There are a number of projects underway that are region-wide, including expanded GO Service and Rapid Transit.
“Transit is the pulse of our ever-growing region. Over the next 10 years, Metrolinx will deliver projects and services that will significantly change transit in our region,” said Joel Arbez, Executive Creative Director at GREY. “With this campaign, we want to remind Ontarians that a growing transit system truly functions as the heart of our region, creating connections that will help residents move more effectively across one seamless GTHA community.”
This campaign will be featured in radio, in cinema, and on Metrolinx’ social channels, as well as in paid social, and OLV placements. Media planning was handled by PhD.
Campaign Title: Let’s get Moving
Agency: Grey Canada
Chief Creative Officer: Patrick Scissons
Executive Creative Director: Joel Arbez
Executive Creative Director: James Ansley
Art Director: Ryan McNeil
Writers: Mike Richardson, Sue Kohm, Saro Ghazarian
Vice-President Content & CRM: Karen Lee
Account Executive: Lindsay Proudfoot
Strategy: Lauren Scapillati, Andrew Carty
Producer: Sam Benson
Videographer: Biko Franklin
Production Company: Untitled Films
Director: Phil Brown
Executive Producer: Lexy Kavluk
Line Producer: Jennifer Walker
Director of Photography: John Houtman
Editorial: Rooster Post
Executive Producer: Melissa Kahn
Editor: Paul Proulx
Post Production: Alter Ego
Executive Producer: Jane Garrah
Colourist: Eric Whipp
Post Production: Tendril
Executive Producer: Kate Fried
Online: Patrick Coffey
Music and Sound Design: Boombox Sound
Executive Producer: Umber Hamid
Creative Director: Tommy Zee