Victorian government simplifies train network changes for commuters with out-of-home push
As the construction of Melbourne’s expanded train network kicks off, the Victorian government has launched an out-of-home campaign to help commuters understand any travel delays, changes and the benefits of the new infrastructure.
The new piece of work, created by Y&R Melbourne, features graphics such a chainsaw, shovels and witches hats, with the tagline ‘Every bit of construction gets us closer to a better train network.’
Each construction-related object is linked to the train network through the imagery, such as railway tracks placed on the witches hat, the front of the train acting as a handle for the chainsaw and shovel handles replicating the handles commuters can hold onto on trains.
Jake Barrow, executive creative director at Y&R Melbourne said the agency hopes the “disruption posters will serve as a good-looking reminder as to the positive change” for the train network.
“It’s nice to be able to distil what could be a pretty complicated message into just a handful of graphic elements and a headline,” Barrow added.
Transport for Victoria’s chief executive officer, Wendy McMillan said in a statement: “Melbourne is the world’s most liveable city and needs a train network to match. This campaign strikes a great balance between raising awareness of disruptions while generating excitement around the bigger, longer trains that are on their way.”
The campaign will include a 30-second ad, out of home, press, on network and digital display.
Credits:
Y&R Melbourne
- Executive Creative Director: Jake Barrow
- Senior Writer: Katie Britton
- Senior Writer: Brendon Guthrie
- Senior Art Director: Tim Holmes
- Planning Director: Michael Hyde
- Senior Planner: Alex Horner
- Head of Content/Broadcast: Sheridan Wadelton
- Producer: Emma King
- Group Account Director: Matthew Hunt
- Account Director: Cathryn Reed
- Account Manager: Sarah Wood
- Head of Digital and CX: Ash Mustchin
- Digital Producer: Jo Manning
- Digital Designer: Rosalie Iaria
- Production Manager: Gerry Matthee
- Designer: Simon Gray
- Designer: Lewis Brown
Production Company:
- Studio: Pixel
- Design and Animation: Luke Saunders
- Producer: Haley Polacik
Sound:
- Engineer: Andrew Neil
- Producer: Ceri Davies/Sally McManus