New Sydney Metro launches with multi channel work via BMF

18 June 2019

Creative Agency: BMF

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The campaign plays on the pulse and flow of movement, getting people to where they want to go more quickly, efficiently and easily, with no traffic hold-ups.

Australia’s biggest transport project, Sydney Metro, has officially opened and is delivering frequent turn-up-and-go services from Tallawong (Rouse Hill) to Chatswood Station.

Sydney Metro stops at 13 stations along the Metro North West Line with new, driverless trains taking passengers between Tallawong and Chatswood stations.

Offering frequent services, no timetable is required. Sydney Metro plans to revolutionise the way the city moves.

BMF’s campaign to launch Sydney Metro shows off the metro trains, along with its "architecturally beautiful" Metro stations, and reflects how easy it is to move on this new mode of transport.

“Sydney Metro North West is going to transform the way that customers in this region travel," Transport for NSW executive director marketing and campaigns Rita Harding says.

"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 plays on the pulse and flow of movement, getting people to where they want to go more quickly, efficiently and easily, with no traffic hold-ups.

The sentiment of the creative is to show how a commuter feels the cadence of the movement of this transport system and the rhythm of the city. There is a harmony between them.

It’s a whole new way to move.

“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," BMF managing director Steve McArdle says.

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

Credits

Executive Creative Director: Alex Derwin
Head of Art & 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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