Society in motion: how riders are drivers - of change.

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For years, I've been shouting (I believe that's the polite word) into the wind that we need to create a movement of transit supporters. It's only when riders who care passionately are recognized, thanked and recruited that true conversion really happens. Well here's a start from Montreal (Thank you for showing us the way). This beautiful little papermation video for Montreal's public transit system, the Société de Transport de Montréal is 1 part cheerleading, 1 part exhortation, 1 part acknowledgement, and all parts the joy of the journey. The video is supported by a series of graphic poster-style ads that make it an elegant, fun campaign. Well done Montréal!

Video made by Karim Zariffa, assisted by Pascal Brousseau for Sid Lee agency.
Photography by Simon Duhamel.

Article and blog, copyright Gavin Barrett 2010.
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This work is licensed under a Creative Commons Licence.


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Gavin Barrett is Owner/Founding Partner + Creative Director, of award-winning Toronto agency Barrett and Welsh.

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About the ideawallah

Gavin Barrett is Owner/Founding Partner + Chief Creative Officer, of award-winning Toronto agency Barrett and Welsh. In pursuit of big ideas he has: nibbled on pigs' ears (not on a live pig at the time); gone elephant-back in the Thai jungle (no elephants were hurt); gambled in a Macau casino (was utterly destroyed). His ads: have run in 35 countries, helped elect prime ministers, attracted the ire of the lawyers for Dolly the clone sheep, drawn an angry crowd in Lagos, have been studied in business texts in Canada and India and received derisive mention in a John Irving novel. His poems: can be found in Penguin’s anthology of 14 contemporary Indian poets, Reasons for Belonging. He cannot: sing.

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