The goal of these billboards was to raise awareness and attract new clients to our Pilates studio at Yonge and Eglinton in Toronto. We purchased four billboards at platform-level of the Eglinton TTC station. With a very specific target audience and location in mind, I experimented with copy that played off our shared experience of using the TTC and the studio's proximity 'just upstairs' from the station. The copy that won had the most straightforward message: Pilates makes life easier.