Tap on / Tap off

Client

First Bus

Year

2022

Discipline

Advertising

A campaign for First Bus explaining the tap-on tap-off contactless payment system to passengers across the UK. The illustrations appeared on buses and across the web, and were designed to make a behaviour change feel natural and non-preachy rather than instructional. Characters in transit, mid-journey, going through the motion organically. The work had to read clearly at poster scale and compress into a digital format without losing the warmth of the original drawings.