Visit Florida: Sunshine Line by Spark

As it turns out, Toronto’s TTC 1 Subway Line happens to be shaped exactly like the state of Florida.

With another cold Canadian winter, Tampa-based agency Spark partnered with longtime client Visit Florida to create the Sunshine Line, transforming the subway line into the Sunshine State, destinations included.

Throughout the campaign, passengers on the bright pink Florida-themed train were taken on a true-to-life tour of Florida during their morning commute, where nine individual stations were reimagined as their corresponding Florida cities. So, Yorkdale station at the line’s northwest corner became Florida’s northwestern city of Pensacola. Union Station at the southern tip of the line became the state’s southernmost point, the Florida Keys.

More than 300 different placements transformed station platforms into immersive experiences, from signage featuring signature Florida views, to staircases that descended from the street into beaches leading to the ocean, and platform pillars that revealed beach vistas when viewed at the right angle.