See ya in 15

Problem

College students without cars treat Ubers like oxygen. They don't know The Dillion exists and they definitely don't know there's a bus that runs every 15 minutes, right to their door, for free. The apartment has a killer amenity nobody's talking about.

Insights

The bus is the medium. These ads literally live on the back of the bus students are already riding. So why explain the transit situation when you can be it? The message and the placement are the same joke.

Problem

Put the ads on the back of the bus. Let the copy talk to the people watching it pull away. "Just missed me? Better call an Uber. Sike!" The bus itself becomes The Dillion's spokesperson — cocky, playful, showing off the pool and a reminder that they’ll be back in 15 minutes while it drives off without you.