Birmingham-based media agency, BBJ&K, has scooped the gold award for Best Local Advertising at the Outdoor Media Awards (OMA) 2025 in collaboration with Bauer Media Outdoor and Campaign.
The agency was awarded for its regional media campaign with Transport for West Midlands (TfWM) – ‘You’re Bussing It.’
BBJ&K, who have successfully worked with West Midlands Combined Authority and Transport for West Midlands since 2020, were approached in early 2024 to develop a multi-touchpoint media campaign that would help to drive not only perception change around public bus use but ultimately boost the use of bus travel across the TfWM network.
Using distinctive black and white campaign imagery designed by creative agency, Impero, the team at BBJ&K set to deliver ‘You’re Bussing It’ through a strategic out-of-home campaign across the West Midlands.
Focussing on large digital screens in high-traffic areas, busy arterial routes and transport hubs, the contextually relevant campaign continually encouraged people to consider bus travel.
Alongside major routes in and out of the city, BBJ&K also delivered a Bus Supersides campaign, city centre digital ad screens and most notably, transformed a 96-sheet advertisement in Digbeth with over 500 tickets that passers-by could tear off to redeem a month-long bus pass.
Awarding the agency with the coveted gold, the Outdoor Media Awards, which have been awarding the best in out-of-home campaigns for over 19 years, noted BBJ&K’s understanding and resonance with local target audiences demonstrated through the campaign’s overwhelmingly strong results.
Emma Baxter, managing director at BBJ&K, said: “It has been a real team effort for this campaign and one that has been really close to the heart of the agency for many reasons, but most importantly, to see and make a lasting mark on our region’s transport landscape.
“To be awarded the gold from our industry-peers at the OMA’s for ‘You’re Bussing It’ has been fantastic – this prestigious recognition from our industry-peers rounds off a truly incredible campaign and is testament to the hard work and creativity of the BBJ&K team.”
Rachel Foy, head of marketing and engagement at Transport for West Midlands added: “We’re really proud of the ‘You’re Bussing It’ campaign and what it has achieved. It was bold, eye-catching, and more importantly, got people back on the bus. Working with BBJ&K has been a great, and it’s brilliant to see the campaign get the recognition it deserves.”
