FIRST BUS

Concessions Campaign

A campaign developed to raise awareness of First Bus Manchester’s concessionary scheme for over-65s, encouraging travel card sign-ups, promoting frequent bus use, and showcasing the convenience of the ‘Tap Your Pass’ feature..

Collaborating with copywriter Jody Williams, we explored several creative concepts. One in particular resonated with the client: celebrating the baby boomer generation—mods, rockers, rebels, fashionistas, and trendsetters—by tapping into their iconic style and attitude.

The campaign featured a series of aspirational portraits designed to connect with this audience, highlighting that true style never grows old. Deliverables included an A5 door-drop leaflet, a 6-sheet poster, and a 30-second radio ad aired on Gold Manchester. By blending nostalgia with a fresh, modern message, the campaign successfully engaged its audience, driving awareness and uptake of the scheme.

My role: Senior Creative

Creative Agency: Brass