Instagram MTA Partnership
2024

The MTA is phasing out the beloved yellow MetroCards (R.I.P.), and Instagram secured a partnership to design the last-ever limited edition MetroCard.

To celebrate, we created a campaign that highlights New Yorkers and the myriad of ways they express themselves in the subways and on Instagram. This included:

OOH campaign across 7 major subway stations with 500+ unique placements

social-first teasers featuring pigeons and 3 iconic NYC creators: @subwaytakes, @newyorknico, and @overheardnewyork

Agency Producers Vince Wheeler & Monica Mai
Production Company Hornet, Hometeam
UGC Sourcing Haven&Kin

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A post shared by SubwayTakes with Kareem Rahma (@subwaytakes)

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A post shared by Overheard New York (@overheardnewyork)

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A post shared by Nicolas Heller (@newyorknico)

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