If a messaging train travels west at 50 mph, and a recruitment train travels east at 45 mph, how do you create a campaign that satisfies both conductors? That was the challenge iboss presented: an MBTA takeover campaign to catch the attention of prospective job candidates, while simultaneously messaging the uniqueness—and importance—of iboss’ solution.

Our answer was to begin the interview on the spot by asking prospects to define words related to iboss, then sending them to a URL to continue to their application. Station and train posters, digital signage, banners—even entire trains and busses—all worked together to introduce commuters to the iboss story in a unified and highly visible way.