Sometimes the greatest heroes are the humblest. In the case of UP Express, a vital rail service between downtown Toronto and Pearson Airport operated by Metrolinx, the heroes that make travel safe aren’t only their resilient staff — they’re also the spray bottles, the plexiglass shields, the hand sanitizers and the face masks (also known as capes for your face).
A service brand that has always upheld safety as a core component of its service, Metrolinx is taking strong measures to make riders feel comfortable on its trains, following a drastic decline in ridership since the start of the pandemic. But enhanced cleaning and hand sanitizer aren’t necessarily the most engaging topics, and the media landscape is full of somber messaging about these ‘unprecedented times.’ So, the brand recognized the opportunity for a distinctive tone to break through — to be entertaining and informative at the same time.
That’s why Metrolinx is welcoming people back on board through the perspective of the simple objects that are so essential to ensuring cleanliness. Agency: BBDO Toronto.
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