A new campaign for Melbourne Metro aims to communicate the improved service across the rail network.
The work, entitled Love and Religion, was created by McCann Melbourne and suggests that the train is the fastest way to travel to avoid Melbourne’s heavy traffic. It features carriages full of vicars and brides, with the tag line “get there sooner.’
John Mescall, McCann executive creative director added: “Train carriages full of brides and priests. At first glance, it may seem like we’re exaggerating for effect. But anyone who’s tried to drive across Melbourne lately wouldn’t be at all surprised if this kind of thing becomes commonplace.”
The campaign is running in outdoor and press over the next month.
Executive Creative Director: John Mescall
Creative Director: Annie Price
Creative Team: Pat Baron, Daniele Milazzo, Jake McLennan
Group Account Director: Adrian Mills
Senior Account Manager: Tamara Broman
Photographer: Garth Oriander
Marketing Manager: Chloe Alsop
Marketing Coordinator: Philippa Jamieson