“Muni Moves You” certainly moved the Davey Award judges! The Muni Return-to-Transit Campaign received a 2024 International Davey Gold Award in the Integrated Campaign-Promotional & Branding category. As post-pandemic San Francisco began to reopen in 2022 and employees started to return to the office, the San Francisco Municipal Transportation Agency (SFMTA) needed an integrated marketing campaign to bring riders back to transit.
A series of ads reimagine Muni’s iconic wavy red “worm” logo in new contexts, like a bowl of ramen—“Roamin’ for Ramen”—to encourage riders to return to transit. The campaign also highlighted the significant service improvements Muni made, such as red-painted transit lanes that zip past traffic—“Red Lanes, Not Red Lights.” Multi-lingual digital animated ads linked to an upbeat three-minute video hosted on the web describe how service improvements increase connectivity and accessibility throughout all San Francisco neighborhoods—further supporting Muni’s dedication to faster, more reliable, and more equitable service. The Davey Awards honors achievements by smaller agencies or organizations. The Promotional & Branding category evaluates advertising and marketing campaigns that utilize more than one form of media created for launching or furthering a company or product’s brand recognition.