An audience-centric approach helped us nail this ad campaign for our friends at the Illinois-based transit service MetroLINK.

Metro wanted to reach college students who ride the bus with reminders to “Respect the Ride” on late-night routes. By creating fake characters and giving them mugshots with cheeky captions, Metro got its point across without scolding or nagging. “Lou Zer,” was the top performer for the paid social campaign, with “Ben A. Jerk” and “Kay Oss” close behind.