A street ad for the Capital Metro transportation company. The tag line is a reminder of the main benefit of taking the bus, which is decreasing a major cost of transportation. By highlighting a high cost that we all worry about, readers will imagine their lives with more money in their pockets and consider riding the bus, at least more often.

Goal: To convince more commuters to use the Capital Metro public transportation system.

Concept: The concept is based on a problem that plagues all commuters - gas. The gas bill is substantial and only getting worse, so it's culturally relevant to current times. As written, the line forces readers to wonder who is asking the question. When they see that the ad is for the city bus, not only will they consider the possibility of incorporating the bus into their daily commute, they'll also consider the obvious monetary benefit of driving less during the week: a substantially smaller gas bill.

Graphic Design: katiesayshi_