Pace Ride Kind
Role: Copywriter
What we did: Strategy, Concept, Copywriting, OOH, Digital, Social
Industry: Transit
Agency: Gatesman
The Pace Suburban Bus “Ride Kind” campaign takes a stand against aggression toward bus operators by spotlighting the humanity of every driver. After conducting dozens of interviews, we shared the stories that revealed drivers as parents, veterans, creatives, travelers, and even billiards enthusiasts.
Building on the success of the Gold ADDY-winning 2024–25 campaign, Pace tapped us for a second round to expand the message and further its impact across the community.
Building on the success of the Gold ADDY-winning 2024–25 campaign, Pace tapped us for a second round to expand the message and further its impact across the community.
SEE THE CAMPAIGNS, STARTING WITH THE LATEST:
Ride Kind 2026:
Across the campaigns, I wrote copy for onboard, OOH, and digital channels, urging passengers to ‘respect every driver’s side’ while reinforcing Pace’s commitment to safety. The campaign appeared across the region on side-of-bus queen ads, bus shelter posters, car cards, and social media.
We amplified the message through heartfelt copy and visuals demonstrating the two sides of every driver’s story.
After all, driving is just the half of it.
Ride Kind 2024-25:
CD, 2024-25: Mark DiPietro
Designer: Molly Mykich
Copywriter: Kayla Plunkett
The highest honor of the Chicago American Advertising Awards was given to the 2024-25 Pace Suburban Bus Ride Kind Campaign under the following two categories: 019B Multiple Boards, 013B Spread or Multiple Page— Single Unit.