2009 SILVER

TRANSPORTATION

DECONGESTANT M

METRO, METRO

SCHUPP CO.

Jim Mayfield, Sr. VP-Exec. Creative Dir.
Anthony Simmons, Group Creative Dir.
Kevin Koestner, Art Dir.
Lindsey Allen, Art Dir.
Katie Sinnwell, Writer
Mark Quevreaux, Art Production Mgr.
Ranae Reehten, Project Mgr.
Ray Ruzicka, Sr. VP-Media Services
Keith Myers, Media Planner
Eluka Moore, Acct. Super.

When Missouri shut down a large portion of Interstate 64, St. Louis commuters faced major congestion and headaches. Metro, the operator of the public transportation system, saw an opportunity to position itself as the answer to congestion problems. The best way to get rid of nasty congestion? A decongestant, of course. The campaign, using many non-traditional mainstream media, turned Metro into a consumable good in the form of a faux-medicinal remedy, "Decongestant M," and helped increase awareness and ridership.