Copacino Fujikado | Sound Transit | Skip the Drama of Driving

SOUND TRANSIT

Skip the Drama of Driving

Prithee, Why Doth Thou Go By Car?

CREATIVE
Digital Video
Social
OOH
Print
Digital Audio

CHALLENGE / Seattleites sit in traffic, overpay for parking, and suffer unnecessarily for it.

‍INSIGHT / The daily decision to drive or ride transit is mundane, but it’s also emotionally loaded and universally relatable.

‍SOLUTION / We reframed that choice as high drama, using Shakespearian verse, theatrical direction, and a cast of stage-trained actors to cast Link light rail as the obvious hero in the madness of commuting.

Why the long, dramatic, all-too-familiar face?

We continued the tragic tales of traffic woe with mini one-act plays performed for no one. Or an audience of 63,000 fellow commuters, depending on how you look at it.

Tim Healy
Marketing Director
Sound Transit

One of the biggest barriers to public transit is simply getting people to consider it. This concept captured that “To drive or not to drive” moment—when traffic, gas prices, and parking all pile up. Even the Bard would’ve approved.

Results

21%

Increase in positive feeling about Sound Transit for current riders

23%

Increase in positive feeling about Sound Transit for non-riders

30%

Increase in intention to ride for non-riders

Skip the Drama of Driving

We’ve got a team stacked with talent, ready to help.