Transport for West Midlands

You’re Bussing It – Year Two

After a successful first year, the challenge was clear: get an extra 1 million people riding the bus. To do it, we needed to win over a car-obsessed audience by showing bus travel as easier, less stressful and more convenient than driving.

Instead of the category’s loud, poppy comms, we stripped things back — using premium reportage photography of real passengers, paired with strikingly simple art direction.

The result? Not just 1 million, but over 6 million journeys, earning the campaign a couple of awards.

Gold at the Outdoor Media Awards
Performance Marketing World Awards 2025 - Hospitality and Transport