Transperth is introducing a new CAT bus service to Scarborough called the SURF cat in a campaign via Moonsail.
“The idea is in the name really,” said Moonsail ECD, Matt Nankivell.
“We knew we had to capture attention, so the approach needed to turn heads.
“This helped guide a clear artistic direction that brought together a host of craft specialities to actually make the Surf CAT concept a reality, rather than leaning into AI.”
The campaign features Oakley, a ragdoll from Incredible Creatures.
Oakley is a rescue cat that lives on a farm with its owner, Nigel Spencer.
The wetsuit was created by costume designer Nic Ferraro.
“In nearly 20 years in fashion and costume, creating a cat wetsuit was a first for me,” Ferraro said.
“Costume maker Henri and I had quite the challenge on our hands designing such a small, highly specialised custom piece; however, Oakley was an absolute dream to work with through multiple sample fittings and on shoot day."
Photographer Mauro Palmieri leant on his experience in fashion and advertising photography when it came to the shoot itself.
“The subject was somewhat less conventional than usual, but the instincts were the same,” Palmieri said.
“Once you commit to treating it properly, even a cat in a wetsuit starts to feel like a serious brief.”
Public Transport Authority customer communications manager, Sophie Oliver, said she can’t think of any other public transport provider that would go this far to advertise a new bus service.
“We’ve really enjoyed the community response to the work, and we couldn't be happier to have Oakley as the face of such a fun campaign,” Oliver said.
Credits
Moonsail:
Creative Director: Matthew Nankivell
Copywriter: Joseph Wilkie
Art Director: Paul Michael Liam Donnelly
Account Management: Samantha Hassall, Alexis Gan
Digital: Bradley Scott, Anu Udras
Social Media: Esteban Barbosa, Janelle Sim
Public Transport Authority:
Manager Customer Communications: Sophie Oliver
Marketing and Communications Manager: Bec Mungavin
Marketing and Communications Officer: Kate Violante
Social Media & Digital Campaign Officer: Sameera Afzaal
Executive Director Customer Strategy and Communications: Charlotte Hayes
Sundeck & Suppliers:
Producer: Belinda de Corti
Photographer: Mauro Palmieri
Photographer’s Assistant: Amra Bellatalla
Costume Designer: Nicole Ferraro
Costume Maker: Henrietta Grochowski
Videographer: Mason Truong
Talent: Oakley the Cat
Animal Wrangler: Nigel Spencer from Incredible Creatures
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