Kids are naturally restless little beings. But there’s one thing that can stop them in their tracks: screens. As a society, however, we have mixed feelings about kids spending too much time on their tablets. Luckily, there are some things kids are perennially fascinated by, like trains. To raise awareness of GO Transit’s Kids Ride Free program, the campaign positioned GO Transit as a different kind of screen time—a place where kids can sit and stare, not at a tablet, but out the train window screen. The new campaign shows how the wonder and magic of the train becomes the ultimate source of fascination, captivating kids’ imaginations.