One Journey
Ontario’s "One Fare" program, which eliminates double fares when transferring between transit agencies. The goal was to show commuters that one tap now covers the entire Greater Toronto Area.
The Challenge
Crossing municipal borders used to mean paying twice. This financial barrier made regional travel feel disconnected, expensive, and confusing.
The Spark
If the fare is seamless, the vehicle should look seamless too. Instead of treating the 7 transit agencies as competitors, the campaign visualizes them as parts of one single network.
The Big Idea
Iconic bus liveries from different cities were spliced into single, continuous vehicles. This visual proves that while the bus color changes, the journey and the price remains one continuous path.
Execution in Action
