Since 1964, Philadelphians have been trading tokens for their rides to work, to games, and to … pretty much everywhere else in the city. That is, until the new SEPTA Key card was introduced in the spring of 2016. To announce this monumental shift in commuting, we took a look back to the last time travel was this new and exciting, and developed a bold, graphic campaign inspired by vintage travel posters. The eye catching designs and straightforward messaging touted the card’s arrival across town.
We augmented the campaign with colorful, upbeat videos illustrating just how easy the switch to SEPTA Key could be.