A couple of years ago we were handed a challenging assignment by Viva.
They wanted to make university students a core rider group, and make transit a behavioural choice for a new generation or riders. And oh, while doing that, they also wanted us to change the image of the bus as a loser cruiser.

No pressure, clearly.

Our single, unifying idea pivoted on transit’s promise of connectivity - its very reason for being. But we placed it in the context of the student’s world.

Viva connects you with the world you live in, we told them.
Yes, Viva gets you there on time, reliably, efficiently and comfortably.
Yes, riding Viva is good for the planet, but as importantly, when you ride Viva, you continue to make friends and meet people.

In a car you shut the door and cut yourself off.
On Viva, life goes on. Love goes on. Fun goes on.

The ads simply showed you how.

The campaign went on to win awards at transit and mainstream advertising award shows and was a huge success with students. We extended the campaign with an SMS marketing promotion in which students could win an iPod. If you'd like a case study with more details, write to me here.

Client:
Viva

Creative Directors:
Gavin Barrett, Mike Welsh

Art Director: Mike Welsh
Copywriter: Gavin Barrett

Photographer: Don Dixon


Article and blog, copyright Gavin Barrett 2008

Barrett and Welsh is heading out to San Francisco.

Gavin Barrett, Creative Director | Partner, Rao, Barrett and Welsh and Pushing Buses author, will be attending the APTA Marketing and Communications Workshop at the Hilton San Francisco Financial District.

We're looking forward to meeting the other APTA "Bus/CableCar/Train Pushers"!


Photo (c)Tomo.Yun http://www.yunphoto.net/en/

Article and blog, copyright Gavin Barrett 2009
All creative work shown is the property of its copyright owner(s) unless otherwise specified.

I'm proud to announce that Los Angeles Transportation Headlines, one of the world's most comprehensive aggregations of daily news on transit, transportation and urban planning, has included Pushing Buses in its Selected Blogs list.


Article and blog, copyright Gavin Barrett 2009

This lenticular poster from Australia promoting safety around rail lines and rail crossings is a perfect match between idea and medium.

One second, there's nothing there. The next...

Now that's creative that hits you like a train.



Article and blog, copyright Gavin Barrett 2009
All creative work shown is the property of its copyright owner(s).

This 1999 poster from the Underground's advertising archives shows that great brands weren't born yesterday.

An evocative precursor to the now well-established Making London Simple positioning, the poster makes the case for the Jubilee line with a single, intelligent sentence and great big serving of graphic wit.


Designed by Michael Johnson for the London Transport. From the collection of London Transport Museum.

Article and blog, copyright Gavin Barrett 2009
All creative work shown is the property of its copyright owner(s).

#3 in my series of Transit Logo Posters. This one's a collection of bus transit logos from around the world - and by no means is it the most comprehensive. As always, if you'd like a high resolution version (for free) write to me here.

Article, poster and blog, copyright Gavin Barrett 2009
All logos and trademarks shown are the property of their owners.

In the advertising and media section of today's New York Times, Stuart Elliot features Acela's brand new campaign. In the wake of Amtrak's high-profile celebrity endorsements from the likes of Barack Obama and Joe Biden, its high speed rail service, Acela, is stepping out smartly and reminding fliers and drivers of the creature comforts afforded by rail travel.

The commercial, by Arnold DC is slick; high production values are evident throughout. Though mass transit needs all the help it can get in gas-loving North America and while I'll put my money behind the morality of the common good any day, I have to be honest: good solid marketing? Yes. Mind-blowing creative? Nope. Pull down your skirt Arnold. Your briefs are showing.


Image from Amtrak's Acela campaign produced by Arnold DC, via the advertising and media section of the New York Times.
Article and blog, copyright Gavin Barrett 2009