An Alternate Route
Over 4 million New Yorkers start their day by barreling through an underground tunnel in a metal box that smells like yesterday’s bacon egg & cheese. This campaign meets them where they are with a simple message: there is in fact an alternate route.
This is the one spec campaign I can’t let go of… sue me! I <3 OOH.
A VERY SERIOUS ONLINE STORE
ESCAPE ROOM ACTIVATION
Tapping into the real-life anxiety of getting stuck underground, CitiBike will host an escape room experience in an “abandoned” subway car. Attendees will work with a rag-tag group of commuters to find clues hidden in the ads and unlock the doors before time runs out.
LINK THE CITIBIKE APP + GOOGLE MAPS FOR IMPORTANT ALERTS
Art Director: Gina Abbatiello