Perth’s Wharf Street crossing and Oats Street.
SNICKERS is reimagining a 50-carriage freight train as an oversized, high-impact OOH placement in a campaign via T&P Australia.
With more than 23,000 level train crossings across Australia, WA is home to Perth’s Wharf Street crossing, which can be down for up to seven hours a day, and Oats Street at around six.
“Most Aussies know the feeling of being stuck at a crossing as the wagons roll by and the hunger sets in,” said Mars Wrigley Australia head of brand and content, Richard Weisinger.
“The SNICKERS Train takes that universal frustration and flips it into something playful."
“We saw an opportunity to show up in a moment where hunger might lead to out of sort moments – a captive environment that brands rarely tap into.
"By transforming a working freight train into a moving billboard, we’re turning passive downtime into a branded experience with impact.
“We can’t speed up the trains, but we can make the wait feel shorter – and sweeter. It’s a simple, very Aussie way to prove our platform, ‘You’re Not You When You’re Hungry,’ in the real world and create a piece of media that people can’t help but notice.”
Shot in a single six-hour window with three roaming camera teams, the activation features four fully wrapped SNICKERS shipping containers, including the words “Impatient”, “Hangry”, “Long Train Ay” or “Should’ve packed a SNICKERS.”
“The SNICKERS team have delivered iconic brand messaging in consistently innovative ways over the years,” said T&P Australia creative director Boris Garelja.
“For this latest chapter, we’re hoping our captive audience remain level-headed at the level crossing.”
CREDITS
- Creative – T&P Australia
• Production – Scoundrel
• PR and influencer – ENTHRAL
• Client – Mars SNICKERS
