MOTTER

People don’t typically rave about toll roads—or trust the agencies that run them. But they do trust each other. Friends, family, and even strangers online can spark action through simple, sincere recommendations. That human insight became the heart of our campaign for North Texas Tollway Authority. Since we couldn’t rely on actual word-of-mouth from every friend, we created a few of our own: a cast of quirky, charming puppets who felt like the friendliest people you’ve never met.

These puppet ambassadors brought TollTags to life with humor, warmth, and relatability, showing up where drivers were most likely to listen—on the road, on their feeds, and in the middle of everyday life. With a tone that felt more personal than promotional, the campaign steadily built trust and shifted perception. And it worked. Not only did TollTag signups climb every year, 2023 marked the biggest year yet. And for the most insurmountable KPI— people actually hate us less!