This hilarious ad (seen here in situ) from Dublin sells safety with a smile if the reaction of riders is anything to go by. Yay Dublin.


Article and blog, copyright Gavin Barrett 2009

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

Another logo "poster".
This time it's a poster of the logos of a few major international rail transit brands.
If you'd like a larger version, simply write to me and request a copy.
Coming soon, reviews of individual logos and brand identities.

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

We've been very busy of late, redesigning brands or creating new branding for transit services. The process is usually elaborate and painstaking, and in order to do it right, I've had to traverse the universe of transit and transportation brands several times.
I must report that I've been horrified by the poor strategic and creative quality of most transit branding.

On occasion however, I've been thrilled by truly intelligent and iconic work.

I thought that I'd share both kinds from time to time. I'm kicking it off with a "poster" image of the logos of most of the major transit service brands in Canada. If you'd like a larger version, simply write to me and request a copy.


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

This exceedingly simple TV spot for German Rail says it all without words. Stille Nacht indeed!



Agency (& City): Ogilvy Frankfurt
Creative Director(s): Christian Mommertz, Dr. Stephan Vogel
Copywriter(s): Dr. Stephan Vogel, Alexander Haase
Art Director(s): Christian Mommertz, Kirsten Rosenberger, Marco Weber
Production Company (& City): Telemaz Commercials GmbH
Film Director(s): Eugen Stemmle
Production Company Producer(s): Eugen Stemmle
Agency Producer(s): Julia Staerkel
Other(s): Director: Eugen Stemmle, DOP: Michael Krauter, Editor: Daniel Reusch, Sound Design: Christian Schneider (Pearls Musik)

Article and blog, copyright Gavin Barrett 2009

A billboard headline is typically 10 words.
Where on earth would an 82 word headline work on a billboard?

On a Mumbai street of course, where the traffic crawls.
Oh yes, Mumbai gridlock gives you plenty of time to reflect on the cleverly written copy: an exhortation to ride transit more and drive cars less. I should know. I lived there.
Copywriter: Sonal Chhajerh, Art Director: Sanket Pathare
via Ads of the World.


Article and blog, copyright Gavin Barrett 2008

Article and blog, copyright Gavin Barrett 2008

A classic from my archives, this 1986 poster is an excellent example of destination-focused marketing. Here, it's the London Underground (affectionately - and in this case, playfully - called the Tube), promoting the Tate Gallery. Fine White Line was the design wing of CDP, the agency that produced the fine Intercity campaign I posted earlier in this blog. This piece was voted one of the 20th century's top 100 posters by Campaign Magazine.

The summer of 2008 saw the highest gas prices in Canadian history

A truly classic UK campaign from the late 80s produced for Intercity Rail by (I believe) Collett Dickenson Pearce. Intelligent, articulate, persuasive. It will never seem dated. Apologies for the poor resolution however. My time machine has a screw missing.

A pretty cool, guerilla campaign to announce the launch of Google Transit for Vancouver's TransLink.

Agency: Grey Vancouver Canada
Creative Director: Craig Redmond
Art Directors: Leah Moy, Wayne Low
Writer: Mike Leger
Photographer: Hans Sipma

This dramatic, effective guerilla stunt makes it rather clear where you should park your car. By Chris Wareham for Minneapolis/St. Paul Metro Transit's "Drive Less" campaign. Via Behance.

This charming spot by Brooklyn director Keef, sees New Yorkers get creative in order to get around. A quirky, hooky soundtrack makes it light and likeable - my god, can you believe that? In transit advertising! The sign off is so simple. MTA. The easy way to get around. 

Perth's Department of Environment and Conservation went out of their way to show their appreciation of riders who are helping the planet by taking public transport. Riders entering bus shelters activated a motion sensor which triggered recorded applause.
Simple, effective, immediate.

Advertising Agency: Marketforce, Perth, Australia
Creative Director: Andrew Tinning
Creatives: Andrew Tinning, Ryan Albuino, Andrew Chu, Danielle Glenister
Released: June 2008

Via Ads of the World and YouTube