Encouraging a car-obsessed metropolis to take the bus is no small task. For the Greater Toronto Hamilton area (GTHA), home to some of North America’s most grid-locked roads, commute times depend on it. North Strategic made a convincing case for public transit with its award-winning “The Ultimate Ride” campaign in partnership with BBDO Canada that focused on turning “lost time” driving into “made time” on the bus. To target drivers, a Metrolinx GO Bus disrupted the 2019 Toronto AuthoShow, typically a venue for luxury cars. Attendees got to “experience the joy of not driving,” an effort paired with social media posts and influencer content that garnered widespread press coverage and a major return on investment for the client.