The MBTA Commuter Rail Celebrates the Impact of 2024 with Animated 'TRACKed'

You’ve heard of Spotify Wrapped … but how about TRACKed?

An animated, data-driven, year-in-review campaign, TRACKed celebrates the impact the MBTA Commuter Rail system and its riders are making on communities across Massachusetts and Providence, RI — and the planet at large!

The MBTA Commuter Rail, operated by Keolis Commuter Services, does so much more than get people from Point A to B. Across 4.32 million miles worth of trips — the equivalent length of 146K Boston Marathons — this year alone, the Commuter Rail helped save an estimated 4 million pounds of carbon emissions … which would require planting a whopping 20 million mature trees to offset that much CO2.

But sometimes, it’s also about the experiences the train offers, with 29K+ people taking the train to Gillette Stadium for a game or concert, or opting for reading, napping, or relaxing instead of sitting in traffic. And we know there was a LOT of traffic — not just because INRIX reported in June that Boston had the 8th worst traffic in the world, but also because 238 million cars were stuck in it this year in Massachusetts.

Designed to engage commuters and stakeholders, the TRACKed campaign, created by Boston-based creative agency GYK, just launched across digital, social, and out-of-home displays, blending eye-catching animations (:15, :30, :90) with a fresh, modern voice. By spotlighting real 2024 data in an accessible way, the campaign underscores the Commuter Rail’s role in connecting communities and positions the MBTA and Keolis not just as transportation providers, but as partners in building a more sustainable Massachusetts and Rhode Island.

Elizabeth Doherty, director of marketing, Keolis Commuter Services, said, “We wanted to help our riders (and non-riders) understand the genuine impact they make by taking the Commuter Rail. It is easy to think that your individual actions might not matter, but we want to show everyone how every trip they take adds up. When we put all of our trips together, we are doing powerful things. You can't do it all, but what you do does matter. We wanted to share this amazing impact with our riders as a thank you and to also inspire others to join us – and just try the train!”

Cristin Barth, group creative director, GYK, said, “Working with Keolis this year has been a blast. After the success of our “Just Take the Train” campaign, we had a new story to tell. Inspired by Spotify Wrapped, we created “TRACKed” — a fun, data-driven animated campaign that gives the MBTA Commuter Rail story a fresh spin. It’s a perfect example of how data can spark creativity and get people on board (pun intended) with a brand’s journey.”