Independent agency White64 has unveiled its latest campaign for the Washington Area Metro Transit Authority (WMATA), rolling out a second edition of Metro Rewind. This mobile-first experience invites riders to look back on where the Metro took them throughout the year.
The campaign is live and available to more than 1.7 million riders who can access personalized trip summaries through MetroRewind.com. In addition to individual experiences, a Metro-wide version of Rewind will be available to the public.
Teasers are already running across the DMV region, the nickname for the Metro service area covering Washington, D.C., Maryland, and Virginia. Watch below:
The campaign, titled 25 Metro Rewind, highlights riders’ journeys by showcasing destinations visited, landmarks seen, and patterns formed along the way. It is part of White64’s ongoing relationship with WMATA and running across paid and organic social channels, as well as digital out-of-home placements on the Metro system’s signage network.
“Rewind” merchandise, including t-shirts and tote bags, will also be available beginning December 17 on the Metro Rewind website. Riders are encouraged to share their personalized summaries on social media.
The experience is built around Metro’s trip tracking system, with riders assigned a unique number for each trip. Users can enter up to five different numbers, unlocking a slide-based recap of up to 10 slides reflecting their individual Metro usage.
Based on frequent destinations, riders are assigned one of 21 character archetypes designed to reflect their travel habits. “The Headliner,” for example, represents riders who frequently used Metro to attend live performances around the city. At the same time “The Muse” highlights those whose trips often led to cultural destinations such as the National Gallery of Art or the Air and Space Museum.
The campaign runs through December 28 and will extend into January with special events, including a reception for riders who rank in the top one percent of Metro usage. A randomly selected group from that category will be invited to attend an event with Metro CEO and General Manager Randy Clark and other Metro leaders.
This marks the second Metro Rewind campaign from White64 and was built entirely in-house by the agency’s brand ambassadors, designers, data engineers, and developers who know the Metro system and the DMV region intimately. No AI tools were used in creating the experience.
New elements for this year include data point badges tied to unique rider behaviors, expanded archetypes, local recommendations accessible only via Metro Bus, and a more robust set of system-wide data for the public-facing experience.
Metro Rewind is designed primarily for mobile users, encouraging riders to explore, interact, and reflect on a year spent moving through one of the nation’s busiest transit systems.
The campaign hub is live at www.metrorewind.com.
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