Situation: Metro needed a campaign to shake its perception as a stodgy, utilitarian government entity and celebrate the way it connects people and communities throughout King County.

Solution: A heartfelt campaign highlighting all the ways Metro makes our lives easier, based on the kind of note your mom might leave in your lunchbox. In collaboration with C+C’s multicultural marketing team, we concepted and produced the campaign in four languages: English, Spanish, Chinese and Vietnamese.