How can we re-energise our bus drivers?

Following the easing of Covid restrictions, First Bus briefed us on the internal launch of their new brand purpose – We go together.

The drivers and engineers were an amazing team. But after 18 months working on the frontline, morale was low.

The answer couldn’t be just about the team, it also needed to highlight their strength of character.

Portraits with a difference

We shot in bus depots all over the country, then retouched the shots into arresting photo-montage portraits.

Each portrait graphically demonstrated the spirit and energy within the workforce as well as celebrating the company’s diverse and inclusive culture.

The First Bus tabloid

And because this highly sceptical audience had no digital engagement, we created an in-house newspaper to launch the campaign and distributed copies to all 14,000 staff on the same day.