Travel with Karma
TMB entrusted us with the challenge of encouraging civic responsibility on public transport. The concept is based on the idea that if you are considerate to those around you and respect the rules when travelling on public transport, you will have a pleasant journey. If not, chances are you won't.

That gave rise to the idea for a character to represent this way of thinking: Karma.
SERVICE 360º campaign
An ever-present force on public transport. Both inside and outside. You may not see her but she's always there.
An umbrella concept featuring a cartoon character created by Juan Díaz-Faes which includes a host of fun pieces of advice displayed both in conventional and digital formats.
Because, what goes around comes around!