News

McCann Melbourne team up with Metro Trains and publish tongue-in-cheek race-day guide

McCann Melbourne, the team behind Metro Train’s ‘Dumb Ways To Die‘ campaign, has teamed up with Metro Trains and published their guide to Spring Carnival train travel, for the once a year race-goer; The Uninformed Guide.

The tongue-in-cheek guide is one-part advice for novice train-travelling race-goers and two-parts “uninformed commentary for the uninformed punter”. It provides tips on appropriate dress, appropriate behaviour and how to take the “perfect selfie”.

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John Mescall, executive creative director, McCann Melbourne said: “I know nothing about horse racing, so this campaign really speaks to me. And I’m sure the tens of thousands of other people who try to become instant experts at this time of the year will also appreciate it.”

The guide will be available to the public for Derby and Cup day and is being promoted through social media, a website, metropolitan press and is available as a four-page insert in today’s MX and at station platforms on race days.

Chloe Alsop, marketing manager, Metro Trains said: “We’re always looking for ways to improve the big event experience for our customers. The Uniformed Guide is designed to deliver some sensible advice in a tongue in cheek way, that keeps revelers smiling ontheir journey to the track.”

The guide can be viewed here.

Credits:

  • Executive Creative Director: John Mescall
  • Creative Director: Pat Baron
  • Art Director: Scott Hall
  • Writer: Shabbadu (Chris Taylor)
  • Designer: Matt Brown
  • Digital Producer: Pauline McMillan
  • Group Account Director: Adrian Mills
  • Senior Account Director: Alec Hussain
  • Account Executive: Lachlan Wittick
  • Metro Trains Marketing Manager: Chloe Alsop
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