WSDOT - The New 99 Tunnel

Try digging the widest tunnel ever dug. Now make it nearly two miles long. And then do it under one of the largest cities in the country. Next to a bunch of water. What could possibly go wrong?

The Washington Department of Transportation came to us and asked if we could help them flip the perception of the 99 Tunnel which was years late in opening and had a massive cost overrun. So we turned our back on the ugly past and created a campaign that looks forward and celebrates how cool, convenient, and safe it is to have a tunnel that goes under downtown Seattle. Sometimes telling only half of the story is the best medicine.

The client’s ambitious goal of having half of the tunnel traffic use a Go To Go! pass was easily surpassed within six weeks of opening with 74% of all tunnel traffic doing so.