Jordan Sher is a leader in brand, creative, and advertising.

“Way To Go” is Denver’s city initiative to build momentum for alternative methods of commuting. But how do you get people to truly consider it? Most urban commuters already know they should take the bus, ride their bike or rideshare. So if they know they should, why don’t they? This campaign, "Stop Shoulding, Start Doing," is meant to communicate the difference between knowing you should do something, and doing it. It’s refreshingly bold and changes the conversation.