One of our brands, Way to Go, needed to promote their annual spring commuter challenge. The idea is to get people to stretch out of their comfort zone - their single-occupancy car ride - and get them to walk, bus, carpool, etc... to work, school, or wherever.

 

We knew we wanted something a bit more emotional than in years past, which led me to the idea of reclaiming something lost. As adults, we give up so much in the name of repsonsibility. Why not frame this two weeks as a chance to reclaim that time and use it to feed your soul? Sounds a little heavy when I explain it, but I think we made it work.