It had been 10 years since Sound Transit introduced the Orca card and it was time to tell new riders about it. The card allows people to ride the light rail, trains and buses with a simple tap of the card. Genius.

Or, at least just really smart.

“FOUND” CAMPAIGN

Sound Transit was in a difficult position; it had too many riders and they were getting frustrated with overcrowded trains and buses. Our task was to simply thank them for riding Sound Transit and give them positive feelings about the choice they made. We thought that reminding them of all the other stuff they can do while not sitting in Seattle’s horrible traffic was a fun way to do that. The campaign included online social media videos as well as a station domination and OOH messaging both outside and inside buses, trains and light rail.