Golden Gate Bridge All-Electronic Tolling Campaign

San Francisco’s iconic bridge made history once again when the Golden Gate Bridge introduced All Electronic Tolling (AET). No more toll booths to stop at.

As the first bridge in the Bay Area with this new technology, it was critical to catch the attention of hundreds of thousands of drivers—including out-of-town tourists—who cross the Golden Gate every day.

We drew on San Francisco’s colorful (and psychedelic) past, with an eye-catching campaign that applied the imagery and music of the ’60s. Vibrant visuals cut through the clutter of media, while the tagline “Drive on through to the other side” informed travelers not to stop at empty tollbooths.

The colorful campaign drew a ton of attention in local and national media, with the Los Angeles Times noting the ’60s vibe and “trippy” tagline. Most important of all, the launch went smoothly with drivers. Our retro marketing helped make sure that the switch to AET was totally groovy…copacetic, man.