Seasonal Cultural Activation

An experiential Diwali takeover that turned everyday travel into cultural celebration.

  • Client

    Metrolinx (GO Transit)

  • Format

    • OOH activation
    • Digital + Experiential campaign

  • Focus

    • Cultural marketing
    • Transit engagement

  • Goal

    Build emotional connection with South Asian Canadians by embedding Diwali into daily GO Transit journeys.

  • Role

    • Led surround copy for campaign messaging, multilingual onboard assets, and digital experience

    • Collaborated with creative, strategy, and cultural consultants to ensure authentic South Asian storytelling

    • Crafted copy across media touchpoints from live event to radio to CRM

    • Balanced brand clarity with cultural specificity across all activations

  • Result

    • 21M+ impressions and 41K+ direct clicks

    • Highest recorded engagement in GO Transit’s ethnic segment

    • Silver wins at the Marketing Awards (Experiential, Seasonal)

    • Strengthened Metrolinx’s commitment to inclusive, community-first branding