Transport for NSW opens the Sydney Metro with campaign from BMF

BMF has revealed its latest work for Transport for NSW, celebrating the opening of the first section of the Sydney Metro.

The new ad positions the Metro transport system as seamless, organised and a “whole new way to move”. 


Steve McArdle, managing director at BMF, said it was a once-in-a-generation opportunity.

“It’s an incredible, once-in-a-generation project to be involved in and I hope we’ve done it justice. It’s a sleeker, smarter, fresher way to travel and we’ve tried to reflect that in the tone and style of the work,” he said.

Rita Harding, executive director marketing and campaigns, Transport for NSW, said in a statement: “Sydney Metro North West is going to transform the way that customers in this region travel. This was a core element of our marketing program and we could not have been happier with the way that BMF conveyed this concept when promoting the new services and system.”

The campaign is running on TV, radio, OOH, print, social media and digital display.


Executive creative director: Alex Derwin
Head of art and design: Lincoln Grice
Copywriter: Emily Field
Executive planning director: Christina Aventi
Managing director: Stephen McArdle
Senior account director: Peitra Withaar
Senior account manager: Peggy Wong
Account executive: Adam Reeves
Agency producer: Jenny Lee-Archer
Production company: Goodoil Films
Director: Stu Bowen
Executive producer: Juliet Bishop
Producer: Andrew MacLean
Production design: Lucinda Thompson
Post production: ALT.vfx
Editor: Mark Burnett @ The Editors
Music: Turning Studios
Art buyer: Basir Salleh
Sound design and audio production: Rumble Studios
DoP: Germain McMicking
Photographer: Michael Kai
Creative retouching: Cream Electric Art
Print production: Karen Liddle & Jane Winnick
Digital producer: Danielle Kartika
Digital design/build: King Tan
Designer: Catarina Duardo, Stacey Harrad Chantler


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