Independent agency White64 has unveiled “25 Metro Rewind,” a mobile-first, personalized year-in-review campaign for the Washington Metropolitan Area Transit Authority (WMATA), inviting riders across the D.C. region to reflect on their Metro journeys throughout the year.
Launching December 17, the experience will be available to more than 1.7 million riders, each able to access a customized recap of their trips highlighting where they traveled, what they explored, and key moments from their year on Metro. In addition to personalized summaries, a Metro-wide public experience is also available to all users.
The campaign is already being teased across the DMV—District of Columbia, Maryland, and Virginia—through paid and organic social as well as digital out-of-home placements within the transit system’s digital signage. The work continues White64’s long-standing partnership with Metro.
At the heart of 25 Metro Rewind is an interactive, slide-based experience built around rider data. Participants enter up to five unique trip numbers, unlocking up to 10 slides that visualize individual travel habits. Based on their most frequent destinations, riders are also assigned one of 21 custom “archetype” characters that reflect how they use the Metro system.
Examples include “The Headliner,” representing riders who frequently travel to live music and entertainment venues, and “The Muse,” assigned to those whose trips center around cultural institutions such as the National Gallery of Art or the Air & Space Museum.
New features this year include:
- Data-point badges recognizing unique rider behaviors
- Expanded archetypes to further define Metro personalities
- Local recommendations accessible via Metro Bus
- A more comprehensive, system-wide public data experience
The campaign also introduces limited-edition Metro Rewind merchandise, including t-shirts and tote bags, available on launch day at www.metrorewind.com, where riders can also share their summaries on social media.
Running through December 28, the initiative culminates with special moments such as a “Top 1% of Riders” reception in January, where a randomly selected group of highly active riders will be welcomed by Metro CEO & GM Randy Clarke and other Metro leaders.
This marks White64’s second Metro Rewind campaign, crafted entirely by the agency’s in-house team of designers, developers, data engineers, and brand ambassadors—many of whom are Metro riders themselves. No AI was used in the creation; every detail was intentionally designed by the team.
