Because the glass is always half full
- The Brief was to brand the idea of balance, half+ developed as the idea of inner balance within oneself. Pulling from a positive outlook on life such as the glass is always half full.
The campaign is called‘why not’ and is promoting positive outlook to mundane journeys and how to fill the time.
The colour scheme was chosen to correspond with wait times using the colours of a traffic light, red for long, amber for medium, and green for short.