Creative agency Mammal reverses closure, launches Transport for NSW campaign

After announcing its closure in March, creative agency Mammal has reopened, with a new campaign for Transport for NSW’s (TNSW) Rail Safety Week.

Agency boss Adrian Leppard told Mumbrella that after the business made the tough decision to close, it became clear there was more work to be done.

“When we closed the Mammal office in March, and it subsequently became a COVID-19 clinic, we got a bit of an inside running that perhaps the world had changed a little,” he said.

“They have talked about the death of the traditional agency model for years and I believe that in our case at least COVID-19 has provided us with the opportunity for some fresh thinking as to how we would like the business to look moving forward.”

Mumbrella understands that co-owner and strategic and creative partner, Luke Chess, former ECD of MJW Hakuhodo and CX Lavender, is no longer a full-time member of the agency but will still be working with Mammal on some projects.

Leppard told Mumbrella that COVID-19 has seen the agency doing things it never thought possible – including working completely remotely on projects.

“I see Mammal 3.0 as a new breed of geo-neutral, virtual advertising agency that can still deliver good work and good ideas but without the high overheads and physical constraints that we have had to operate in previously. And the fact that we currently have clients in Zurich, as well as Sydney, would suggest that for some at least there are few downsides – so far it seems to be a win/win.”

The TNSW campaign, Play your Part, spreads awareness for Rail Safety Week, a yearly week-long initiative which highlights the importance of people taking personal responsibility for their own safety by following simple directives.

Key to the work was finding a way to deliver an effective message in a time when consumers are flooded with safety messages – particularly during COVID-19.

The campaign targets children in particular and is based around a series of ‘role models’ who follow the safety rules, encouraging others to do the same.

The campaign will be executed in OOH/X-Track video advertising, social media, digital posters and a series of transport hub activations.


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