Between Shores

Make room for the crossing.

The campaign premise

Speculative urban ferry campaign: turn a practical trip between waterfronts into a moment to see the city from a different angle. The scene represents no real operator, route, or timetable.

Audience

Local residents and visitors considering a waterfront trip and comparing ways to get across the city.

Objective

Encourage route and schedule exploration without implying a faster trip or a specific service guarantee.

Channels

  • Instagram
  • Meta
  • Local display
  • Out-of-home
  • Email

Production system

  • 16:9 campaign key visual
  • 4:5 social crop
  • 9:16 wake-reveal motion concept
  • Transit-shelter poster concept
  • Route-planning email masthead

Measurement plan

This is a proposed measurement framework for a speculative campaign. No performance data is presented because the campaign has not run.

  • Route-planner engaged sessions — Tests whether visual interest becomes practical exploration of available crossings.
  • Schedule-detail views — Shows whether visitors seek the information needed to plan a real trip.
  • Departure selection starts — Captures a concrete planning step without assuming a ticket purchase or completed ride.

More campaign concepts

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  • Pass the Plate — Restaurant — Dinner is better in motion. Show the restaurant as a social ritual, not an isolated beauty shot of one dish.