Flash Pack
As the U.S. headed into a pivotal 2024 election, division and polarization dominated the national conversation. Flash Pack set out to change that narrative with the Friendship Bus—a bold, cross-country campaign designed to spark meaningful conversations, bridge divides, and remind people of the power of human connection.
The Challenge
What We Did
Client
Flash Pack
Discpline
Graphic Design
Product Design
OOH
Result
The Friendship Bus embarked on a remarkable journey across the United States, capturing hearts and sparking conversations about connection and unity. As it traveled from state to state, its powerful message resonated far beyond the roads it covered. The initiative gained widespread global attention, with major media outlets such as The Daily Mail and NBC 7 News featuring its story, alongside numerous other publications and broadcasters.
The coverage highlighted its deeper purpose—to bring people together, inspire meaningful conversations, and challenge the increasing polarisation seen in today’s world. What started as a road trip became a global movement, proving that friendship knows no borders.
Entrusted with conceptualising and designing their most significant asset—the bus itself—we recognised the need for an image that symbolised unity. Traditional U.S. electoral maps don’t just reflect polarisation; they often amplify it. But no state is purely red or blue; they all exist in shades of purple. By blending these colours, we sought to create a visual statement that underscores the urgency of unity in turbulent times.
Beyond the bus, our design work extended into key touchpoints that deepened engagement and reinforced the message of connection. Handheld placards, seen throughout the event, became powerful tools for self-expression, allowing attendees to physically carry the campaign’s message. Additionally, we designed a bespoke deck of playing cards—a question-and-answer game centered around friendship—encouraging meaningful conversations and fostering connections between participants. Through these thoughtful design elements, we ensured the campaign’s themes weren’t just seen, but actively experienced.
With the most polarising US election in history on the horizon, people across the US are feeling more disconnected than ever. Nearly 73% of Americans are anxious about the political climate, all while a loneliness epidemic impacts one in two adults.
Flash Pack, are on a mission to spark over a million new friendships. That’s why they have created The Friendship Bus—a space designed to bring people together, no matter their political beliefs.
Our task was to turn the Friendship Bus into more than just a vehicle; it had to be approachable for everyone, a symbol of hope, dialogue and togetherness during a critical moment in American history.