Change is Happening in Leo Burnett Toronto's Metrolinx Campaign

The Metrolinx 'Transit change. It’s happening' campaign broke last week, brazenly comparing acne and braces to the disruption of ongoing road construction. The campaign is running through May across cinema, social, radio and print for maximum visibility - all driving traffic to a dedicated info site on the new GTA and surrounding area transit plans.

In collaboration with Leo Burnett Toronto, Soft Citizen’s director duo, Aircastle, were saddled with breathing heightened pubescent life into the new awareness campaign acknowledging that the transit agency is going through a bit of an 'awkward phase' as it attempts to complete a series of ambitious projects.

While the campaign acknowledges consumer frustration with the progress of some Metrolinx projects, it’s getting its fair share of attention for not backing down on a playful creative strategy using that familiar awkward teenage phase - braces, voices breaking, the first blooming of facial hair - as an analogy for Metrolinx’s growing pains as it works to create a better transit system for the GTA.