Real Passengers Are 'Bussing It' in Transport for West Midlands Campaign from Impero

West Midlanders are being given reasons to leave their cars at home and take the bus in a new, region-wide campaign created by independent agency Impero, which features images of real passengers, a billboard covered in tear-off bus tickets, and a film shot in a single take.

Transport for West Midlands (TfWM) approached Impero earlier this year with a brief to help shift perception among the region’s residents about using buses.

The resulting campaign builds on the 'You’re Bussing It' brand platform, which Impero developed with National Express West Midlands in 2022, also using real-life passengers. It marks the first time that TfWM has run a campaign in partnership with all the region’s bus operators.

Impero’s research identified two key issues that keep bus patronage low: ingrained behaviour, which makes cars the default choice, and the continuing high cost of living. At the same time, many people who do take the bus are big fans and argue that this way of travelling has its advantages — like the chance to get lost in music or an audiobook, or the feeling that when you head out with your mates on the bus, the fun has already started.

Impero’s 360-degree campaign, shot in distinctive black-and-white reportage-style photography not typically seen in this category, is packed with reasons to bus it.

At its heart is a 30-second film, shot entirely in one take. Set inside a bus during a single stop, the film gives a glimpse into what has brought a diverse range of passengers on board – and why they love it. The voiceover tells us that a bus ride is “a slice of life on wheels,” with a reminder that trips cost as little as £2. It ends with the familiar 'You’re Bussing It' strapline.

The film was directed by Lauren Midwinter, and produced by Tim Marshall through Scenester Films.

Print and poster images feature real passengers photographed on the West Midlands bus network over three days in the summer. Alongside their photos, we’re given the context of their journeys, such as the shot of two students on the No.50 to Kings Heath at 16.34, captured as they were “Escaping the campus.”

The OOH campaign also includes a special-build billboard covered in bus tickets, aimed at students. Members of the public can tear away a ticket and win a journey, eventually revealing campaign imagery underneath.

The campaign runs across the West Midlands region, with the TV ad breaking this week, alongside press, OOH, radio, and digital activity.

Alastair Mills, Joint executive creative director of Impero, said, “Once again, the people of the West Midlands have proven to be real stars, lending their warmth and authenticity to this campaign. We think their enthusiasm, and the many reasons they give for loving bus travel, will spark a change in behaviour and inspire even more people to get on board with ‘You’re Bussing It.’”

Rachel Foy, head of marketing and communications, West Midlands Combined Authority, said: "‘You’re Bussing It’ comes at the perfect time to encourage residents of the West Midlands back on to the bus network. Funded by the Bus Service Improvement Plan, our multi-operator campaign observes real-life bus passengers, truly humanising the mode and convincing people all across the region to give the bus a go, and encourages long term behaviour change.. It’s been great working with Impero, along with National Express, Diamond and Stagecoach, to create a campaign that challenges the stigma around bus travel.”