Building the “Moments Like These” BART campaign
Today, in the Embarcadero BART station, Bay Area commuters can see Instacart’s first-ever BART takeover campaign, “Moments Like These,” featuring real Instacart families enjoying time together around their table.
Motivation
While you can now order from local stores on Instacart in 4,000 cities across North America, our first geographic market was right here in San Francisco! We wanted to build out a campaign to highlight our local roots in San Francisco, showcase Bay Area products (like Tcho Chocolate, IT’S-IT, and Philz Coffee), and show real Instacart families bonding over quality time and good food. We opted to place our posters in Embarcadero Station where most of our San Francisco-based employees pass through to get to work every day.
Process
We conceived of and designed the campaign in-house, and we here on the design team sequestered ourselves in the Yoga room — one of the larger spaces in our San Francisco HQ — to design over 100 large posters and six giant floor displays.
We moved quickly on this. In two short weeks, we conceptualized the campaign, locked down our messaging, typography and placement. We conducted photo shoots of families, shoppers, and products with photographers Arturo Torres and Cera Hensley (from local creative agency LOLA), who captured shots at Gus’s Market (an SF favorite), in real customers’ homes, and in the studio over three days.
When we photographed Instacart families, it was important to let the smaller moments shine and let each family be themselves — staging shoots inside their own homes helped us a lot. We pulled a list together of favorite local Bay Area products that we deliver and took them to the studio where we captured each of these goodies in all of their hi-res glory.
We got our hands on the proofs to make our selects as soon as possible, so we could have the edited photos in hand before our deadline. Adding the white strokes in the photos united those moments with our message.
We locked in our artwork and sent it off to AdQuick to deploy the ads for the month of October. Shoutout to our awesome brand team that helped make all this happen, Anabelle Roeser, Tiffany Rogers and Sara Evangelista!
We’re proud to be hiring in the Bay Area, as well as in Toronto and Atlanta, where we have world-class engineering, data science, product and support teams that we’re looking to expand.
Join us to help deliver moments like these! To view our job openings in the Bay Area and beyond, visit our Careers page.
