Change is Happening in Leo Burnett Toronto's Metrolinx Campaign

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Spots directed by Soft Citizen's Aircastle brazenly compare acne and braces to the disruption of ongoing road construction
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.








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Agency: Leo Burnett Toronto

Production Company: Soft Citizen

Director: Aircastle (Will Beauchamp + Jamie Cussen)

Title: “Anthem”, “Braces”, “Stache”, “Messy Room”

Agency: Leo Burnett

CCO: Lisa Greenberg

Creative Director: Kelly Zettel

Sr. Art Director: Mary Soroka

Sr. Copywriter: Shauna Roe

Copywriter: Aisling Penco

VP Group Account Director: Laurie Freeman

Account Supervisor: Nic Stevenson

Content Producer, Leo Productions: Andre Williamson

Agency Producer: Amanda Magwood

Director: Aircastle

Production Company: Soft Citizen

Exec Producer: Eva Preger, Link York, Rob Burns

Line Producer: Christopher Scherk

Director of Photography: Maya Bankovic

Production Designer: Jeremy McFarlane

Casting House: Jigsaw Casting

Casting Director: Shasta Lutz

Post Production: Outsider Editorial

Editor: Chris Murphy

Executive Producer: Kristina Anzlinger

Producer: Kayan Choi

Editorial Assistant: Cam Anderson

Transfer Facility: Alter Ego Post

Colourist: Conor Fisher

Producer: Jane Garrah

Online Facility: Darling VFX

Online Artist: Paul Binney

Executive Producer: Stephanie Hickman

Producer: Morgan Campbell

Flame Artist: Lauren Rempel

Music House: Boombox Sound

Genres: Comedy

Categories: Travel, Public Transport

Soft Citizen, 5 months ago