Melbournians warned of skateboarding rhinos by Yarra Trams
A herd of rhinos on skateboards is the idea behind a campaign to persuade 18-30 year old Melbournians to be more aware of trams. Created by Helsinki for Yarra Trams, the campaign aims to prevent pedestrians from being easily distracted when using mobile phones or listening to music.
The campaign uses the comparison that a tram can weigh up to 50 tonnes, about the same as 30 rhinos.
The cinema work is supported by digital and outdoor, with a silhouetted rhino on a skateboard used in communications to chime with a younger target group, which is the demographic most commonly hit by trams.
Credits:
Advertising Agency: Helsinki
Client: KDR Yarra Trams
Creative Director: John Hillier
Senior Art Director: Mikey Tucker
Senior Copywriter: Julian Penwright
topics
Yarra Trams
Being in Melbourne, seeing how twits walking around Bourke Street Mall and Swanston streets walk in a daze while on Mobiles and iPods in their ears, I’ve seen so many near misses (and heard about the ‘not missed, but squashes). Excellent campaign and hits the point.
You’d notice a bloody Rhino coming at you, why not something bigger weighing 30 times heavier.
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Post is super naff… Who did the VFX on that? Looks like its straight out of the 80’s
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Nice work – I’ve had a mate hit by a tram, it almost killed him, and that was before everyone was plugged in to ipods. I witness many people oblivious to their surroundings and this message is timely and relevant. Getting hit by a tram is going to hurt – forever.
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good ad – simple message, well executed
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Nice idea…the VO tag line doesnt sound great.. ? Maybe he needs a Sudafed
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As a previous Perth-ite who recently moved to Melbourne, I was already scared enough of being run over by a tram. Now all I’m going to see is those skateboarding rhinos bearing down on me!
Effective though.
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Nice idea – certainly needed. I had my car slammed by a tram, not funny. And if the ad is not the greatest for one reason or another it still delivers the message. So where do I get a t-shirt ???? I saw some last time I was in the city
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