New Yorkers have been conditioned to give up control to the subway,
letting delays, detours, crowds, and chaos dictate their commute.
On a Citi Bike, you choose the route, the pace, and when to go.
Idea: A campaign challenging serial subway commuters to get off autopilot and steer their commute.
On subway driver cars, we remind commuters what they don’t get underground: control.
For social, Citi Bike equips creators with helmet cams to livestream how they steer their own commutes in real time.
OOH shows steerers’ best action shots to commuters still stuck underground.
We place the message where commuters can see control in motion.
Time receipts show that Citi Bike wins the race for the fastest commute...