National Express

After the pandemic people were understandably cautious about using public transport again. But this meant lots of beloved services were suffering.

So Midlands Buses needed a campaign that could inspire people to travel again.

But we felt there was a bigger story to tell – this wasn’t just about reassuring people buses were clean, it was about reigniting a love for the local region which they now had a means to explore.

We presented several ideas that captured this in different ways, eventually settling on “Hop on our Brill Buses”. This line was the kind of punchy, direct call-to-action the client was after – but with a touch of local dialect to remind people that what made them special.

Combined with compelling reasons to believe and colourful art direction the campaign was off and running. Just like a good bus service.