Ad Group #1, Re-engage Travelers & Searchers. Two concepts: a price pack that argues the fare, and a zero-text scene pack that argues it with no words at all. Every figure is measured from Snowflake, not asserted — see README.md for provenance, the copy budgets and the pre-ship checklist.
No headline, no price, no wordmark — the template loads no fonts at all. Demand Gen renders the headline, description, business name and logo as separate assets, so the image carries none of it, and this measures 0% copy area. Depth comes from occlusion: the bus tops out below the towers, so the city reads behind it.
A = corridor recall, one route and one fare. B = bus vs train, both fares in one card, deliberately paired so the answer flips: Philadelphia’s train is cheaper, Boston’s bus is. Every price is the p10 per-seat amount actually paid, trailing 12 months, rounded up — and it is the all-in amount charged, not a fare that grows at checkout.
