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.
Credits
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
took me 30 minutes to read the credits
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What was the spend on this?
They paid over three million for an ad for westconnex that was mostly animated isometric vectors so what did they spend on this?
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boring
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Hopefully not the end result of another 6 agency pitch? For all of their professionalism, diligence and stringent process, TfNSW is still a massive contributor to the abusive waste of industry resources, where being on a panel does nothing more than give an agency the right to pitch… against way too many other agencies…each and every time. But I’m sure they think it’s fabulous.
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The project apparently came in under budget by over half a million dollars so on the bright side it’s not like they went over budget by making this ad campaign.
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Congratulations, on selling a Metro owned and run by MTR-the Chinese government
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The project came in under budget by $1 billion, not million. Campaign doesn’t nothing to generate demand for this great new service. Old fashion brand stuff lives on. Not even an election due for 3.75 years.
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