Campaign 3: Ummgo Subway

Mornings are tough. Sometimes really, really tough. But as long as you can muster the energy and determination to mumble two simple words, everything’s going to be okay. In this campaign, we introduce an easy-to-mumble morning mantra for the groggy masses in need of a.m. motivation — “Ummgo Subway.”

We proposed launching the “Ummgo Subway” mantra with a sleepy, eyes-closed anti-lullaby in TV. Print and digital executions feature tweets of people having a rough morning, followed by the Twitter hash tag, “#ummgosubway.”