hello presto
At Leo Burnett, I supported the creative development of integrated campaigns for Metrolinx and PRESTO, Toronto’s transit payment system. As an Associate Account Executive, I helped bring the “Hello PRESTO” campaign to life—introducing the new PRESTO app through vibrant, youth-driven visuals and clear messaging across social, digital, out-of-home, radio, and TV platforms.
Responsibilities
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Interpreted client briefs and developed clear, actionable creative briefs for the internal team, ensuring campaign concepts aligned with brand strategy and objective
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Worked closely with designers, copywriters, and art directors to produce visually compelling, on-brand creative for digital, social, OOH, and broadcast media.
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Assisted in casting diverse talent and guided the in-house photography team on key shots to capture, ensuring visuals reflected PRESTO’s inclusive and energetic brand identity.
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Reviewed creative assets at each production stage to maintain brand tone, design quality, and message clarity across all channels.
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Acted as the main liaison between Metrolinx/PRESTO and the creative team, streamlining feedback loops and ensuring timely delivery of campaign materials.
RESULTS & IMPACT
The “Hello PRESTO” campaign successfully introduced the new app to Toronto commuters, generating strong engagement and adoption. Within three months of launch, app downloads increased by 34%, Autoload activations rose by 21%, and digital ad CTRs surpassed industry benchmarks by 26%. Driven by dynamic visuals and benefits-driven messaging, the campaign’s success positioned PRESTO as a modern, digital-first transit brand and became a reference point for future Metrolinx digital campaigns.
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34%
Increase in app downloads
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21%
Increase in Autoload activations
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26%
Above industry standards for CTRs
