First Bus has unveiled its newest creative work for First Bus, which highlights newly reintroduced peak train fares in Scotland.

Created by MadeBrave, the bold out-of-home features handwritten notes scrawled on train tickets and rolled out across 14 sites.

With the activation in Glasgow city centre live this week, the campaign positions bus transport as a fairer alternative to train travel. It highlights that an any-time return ticket between Glasgow and Edinburgh will now cost £31.40 instead of £16.20.

It will also be supported via a PR activation in which commuters were treated to complementary coffees in order to ease the pain of new fares.

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“While we’re happy that Glasgow commuters are choosing to travel by public transport, bus offers a fantastic option for commuters,” said First Bus Scotland commercial director Graeme MacFarlan.

“With the reintroduction of peak rail pricing, we wanted to brighten commuters’ days by providing a warm coffee to help them on their journey, whether that be by bus, train or foot.”

MadeBrave was also behind First Bus’ earlier “Nursery Grime” campaign and was recognised with multiple awards for its under-22 work for First Bus.

MadeBrave executive creative director Steven Hadden said: “Our latest campaign champions everything that is good about the bus – from its stable pricing structure to its alignment with the needs of everyday people.”

He added: “First Bus is a cherished client here at MadeBrave – a trusted partner with a shared sense of bravery and ambition. They understand the power of work that creates fame, that breaks free of category norms and ‘Fair’s Fare’ is a great example of this. We’re delighted to see it out in the wild making waves.”