Apple Music wanted to make a big impression with a key demographic—culture vultures & tastemakers at the Toronto International Film Festival.

To break through the busy ad landscape, we staged a campaign in a place we knew every festival attendee would spend a lot of time: Toronto’s public transportation system.

Music: The Tracks You Love dominated the city’s visual landscape: buses and subways, transit tunnels, streetcars, station hubs, bus shelters, and traditional OOH.

Our musically-themed versions of the Transit map were a huge hit with Torontonians and TIFF tourists alike. Apple Music also saw a substantial bump in subscriptions during the festival.

That’s a wrap.