Citi Bike

The subway is a lot like hell: it's dark, smelly and you're stuck down there for what feels like forever. Citi Bike is a reprieve from the underworld of New York City, if you can escape. 

Copy and art done by me.

OOH

Ads will be placed throughout subway stations.

Ambient

Fake fingers and hands will reach for help from subway grates around New York City. Spray painted next to the subway grates will be Citi Bike's logo, along with the tagline "Escape the Underworld."

Digital billboards will warn riders before they head underground. 

Digital

Google Maps will feature the temperatures of nearby subway stations with a link to Citi Bike.

Social

Citi Bike will interact with disgruntled MTA users on Twitter.