Celebrating a Truly Out-of-This World Transit Achievement
CREATIVE Digital Video Broadcast TV Social OOH Print
CHALLENGE / Sound Transit was about to achieve something no transit system had done before: open the first light rail line in the world to run across a floating bridge. With the completion of the Crosslake Connection, riders could travel between Seattle, Bellevue, and Redmond by light rail for the first time. The challenge was helping the public understand the scale of this historic achievement—and inspiring them to ride.
INSIGHT / When something feels impossible, people often take it for granted once it becomes reality. To appreciate how remarkable the Crosslake Connection is, audiences needed a fresh perspective on the significance of light rail that goes across water.
SOLUTION / We imagined the only audience qualified to judge this engineering feat: aliens. By framing the achievement through the eyes of an advanced civilization, the campaign transformed a transportation milestone into a story people couldn’t ignore.
Impressing human riders and extraterrestrials alike.
The campaign celebrated a world-first achievement while highlighting the growing regional light rail network connecting communities across the Puget Sound. With humor, scale, and a touch of science fiction, the work helped position Sound Transit as a system delivering the future of transit, today.
Tim Healy Marketing Director, Sound Transit
The Crosslake Connection is a historic first, and we needed a campaign that could tell that story in an exciting, and well, out of this world way. Copacino Fujikado delivered exactly that.
