In a world where brands are constantly fighting for attention, Mastercard decided to do something different, not to interrupt people’s journey, but transform it. The Transit Tales campaign developed with McCann Worldgroup and HERO in Sydney, Australia, turns train rides into personalized stories created with artificial intelligence (AI).
The idea is based on a very simple observation, we all have downtime during our daily commutes. Instead of filling that space with invasive advertising, Mastercard decided to fill it with entertainment. The experience begins at train and metro stations, where users scan QR codes installed in OOH (OUT of Home) spaces. From there they access a mobile platform without the need to download any applications.
Then, the user chooses their travel route and selects a literary classic, with that information, the platform uses AI and real-time transit data to generate a unique narration that lasts exactly the same as the passenger’s journey.
And therein lies the real insight of the campaign. It’s not just about using AI for the sake of using AI. It is about adapting the content to the real rhythm of everyday life.
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