The Brief

This is an extremely low-involvement category, but even so commuters make brand decisions based on emotion rather than reason. Our challenge was to elevate the brand conversation. A dream of adventure. A place of safety. The arms of a friend.

The creation of “Big Red,” with his introduction in the imagination of a child, is a powerful metaphor that does the heavy lifting to create an emotional connection with the viewer. Travelling with Expressway is safe, comfortable and effortless.

Expressway tour bus with Big Red mascot
Stat Long Fact Row
{
 "statistic": {
  "stat_title": "# of hairs in Big Red's suit:",
  "stat_number_unit": "5,074,987"
 },
 "fact": {
  "fact_title": "Oh god, so much hair ... ",
  "fact_content": null
 }
}

# of hairs in Big Red's suit:

Oh god, so much hair ...

5,074,987
Big Red mascot riding motorcycle with smiling girl
Big Red tour out of home promotional poster
Big Red tour out of home promotional poster
Big Red tour app on phone and other promotional material
Big Red tour website on laptop screen