The illustration is cool. The art direction is divine. But... puzzle pieces as a concept? Non e' troppo originale, ragazzi!
The following is for Milan's public transit system, ATM:
Nonetheless, this campaign from DDB Milan is a pretty simple expression of what public transit's value is to people in a big city: connecting you. Plus, it works with their colour-coded metro system, which I got to know when I lived there.
As someone who has been in transit advertising for almost 10 years, I have to say that just reinforcing the connection between transit and life is what it's all about.