The MTA is phasing out the beloved yellow MetroCards (R.I.P.), and Instagram secured a partnership to design the last-ever limited edition MetroCard.

To celebrate, we created a campaign that highlights New Yorkers and the myriad of ways they express themselves in the subways and on Instagram. This included:

• OOH campaign across 7 major subway stations with 500+ unique placements

• social-first teasers featuring pigeons and 3 iconic NYC creators: @subwaytakes, @newyorknico, and @overheardnewyork

Agency Producers Vince Wheeler & Monica Mai
Production Company Hornet
UGC Sourcing Haven&Kin