Transport for West Midlands - You’re Bussing It
Year 1
After a successful first year for Nation Express, You’re Bussing It was adopted by TFWM. The challenge was to 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 2025
Performance Marketing World Awards 2025 - Hospitality and Transport
Shortlisted for the Media Week Awards 2025
Special Build. Passers by grabbed a section of this billboard for 4 weeks’ free bus travel, revealing more photography underneath.
Year 2
After a hugely successful first year the campaign was to run again, however, they wanted to inject new life into the campaign, add colour, but reuse the assets.
TVC - VOD
Radio
Press - OOH - Digital
The campaign went live again over 4 waves, including Christmas, summer, a reactive ad celebration Villa’s cup win and a student photography competition.
