How do you celebrate April Fools' Day when you're the RATP, the French transportation operator, in the least comedic setting: the subway?
By leveraging your assets: the stations, and injecting humor by tapping into one of web culture's favorites: puns. With the hashtag #StationdAvril, on April 1st, we unveiled our 11 creations—11 playful twists on French expressions mixed with station names—and encouraged people to create their own, so we could produce "digital prints" for the best ones.
My role: concept, copywriting, creative direction
