One day, while were working away on our day-to-day projects at GBR, we get a panicked call from Geoffrey, who happened to be out of town. Transad was coming in the next day for a creative presentation that we weren't even briefed on. All hands went on deck and all creatives worked on ideas. Working late into the morning, my partner and I came up with a pile of work. That pile went on to make the cut and become a much-loved campaign by bored transit riders on the TTC. It was also loved by bored award show judges.

WRITER: David Rosenberg
ART DIRECTION: Gerald Schoenhoff
CREATIVE DIRECTION: Geoffrey Roche
AGENCY: Geoffrey B Roche & Partners
CLIENT: Transad