This campaign was designed with the intention to encourage the target audience (16-25-year-old) to use the Public Transport Victoria (PTV) Myki travel card and to pay for the transport to avoid getting caught and paying the expensive fine.

The design thinking behind this campaign series was to use catchy taglines that aren't directly associated with Myki and to represent the feelings we feel when we get caught "freeloading" on public transport and what consequences that might bring.

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