Get your pass in gear
An edgy, urban-grunge campaign for Boston Bike Passes that merges gritty street textures with bold typography to reflect the city’s rebellious energy and inspire a shift in how people move through it.
project DEscription:
"Get Your Pass in Gear" promotes the Boston Bikes Pass, offering $5 annual memberships for income-eligible residents and $60 for new Bluebikes users. The campaign features billboards, social media ads, and digital placements in key commuter areas to reach eligible Bostonians.
The team
Executive Creative Director: Jen Perry
Associate Creative Director, Copy: George Sloan
Associate Creative Director, Art: Amanda Bauhan
Photographer: Brian Nevins
"Mayor Wu's vision for the city is that all of our constituents see themselves in all of our messaging... and that our messaging and the way that we engage with our constituents is as diverse and inclusive as the population of Boston itself."
Ellen Foord
Chief Creative Officer, City of Boston
