Out of home
Liberty Line runs a train every six minutes at peak and nobody knew it, because the schedule was a PDF. The campaign made frequency the product: the empty office chair on the platform says you can leave whenever you like. Posters went up in the garages and on the platforms themselves; the social cut counted trains in real time. Weekday ridership was up 12 percent by the second quarter.
Credits: creative direction and copy Rosa Delgado, art direction Kwame Boateng, strategy Tessa Whitmore, production and media Luis Ferreira.
