Waiting on a train and riding a train used to be a time to calm your mind, to think, or maybe read. It’s slightly more nervewracking now that any enclosed space where other humans breathe is a health risk.
Perhaps it’s better in Canada. Canadians are such sensible, practical people. For instance, in the nation’s largest city, it does seem possible to ride a commuter train to the airport without being exposed to the deadly virus. It’s not something I’d want to do in New York City, or any other large US city. But this spot from UP Express makes me think it might be okay to do so in Toronto.
UP Express is a vital rail service between downtown Toronto and Pearson Airport operated by Metrolinx.
Following a drastic decline in ridership since the start of the pandemic, Metrolinx is now taking strong measures to make riders feel comfortable on its trains.
Of course, enhanced cleaning and hand sanitizer aren’t the most engaging topics, and the media landscape is full of somber messaging about these ‘unprecedented times.’ So, the brand, with help from BBDO Toronto, recognized the opportunity for a distinctive tone to break through – to be entertaining and informative at the same time.
Ten months ago, the brand’s approach was a bit friendlier.
It’s hard to believe, but hugging strangers is a practice we had to shelve. Just like that. Today, we are all untouchable.