Overview

In 2025, Washington D.C. rolled out its new tap-to-pay turnstiles in metro stations across the city, and FutureCard was positioning themselves as their official partner. D.C. commuters could now tap any credit or debit card to enter the subway, not just their SmarTrip Metro Card. The campaign was focused on habit building, not just to change how commuters entered the subway, but our goal was to build an association with riding the subway and tapping their FutureCard. We wrapped every entry and exit gate across the city in the campaign’s message, “Every tap pays back,” with big bold imagery of the card and logo. In a full brand awareness play, we even replaced the animated graphic on each turnstile to show a small hand tapping a FutureCard. In an environment where commuters barely glance at ads, we kept it brutally simple: short, direct copy in bold type, and high contrast, vibrant colors that popped against the metro's dark entrances.

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