MARKETFORCE AND ORS ON TRACK WITH NATIONAL RAILWAY CROSSING CAMPAIGN
Marketforce, on behalf of the Office Of Road Safety, has created a new national campaign for the Australasian Railway Association promoting safe driver behavior at level crossings. The idea behind the campaign is a thought-provoking look at what could be lost if you ignore the signals and choose not to stop. The television, press, posters and radio is currently running in Queensland and is intended to roll out across the remaining states throughout the coming year.
The posters and press feature the life sequence in three different locations: rural, urban and pedestrian and are designed to run in specifically targeted publications. In South Australia the campaign will also feature an on-line component and train and tram wraps that bring the idea to life as they pass by.
You can view the TVC here.
Marketforce creative director Andrew Tinning wrote the campaign which was directed by Mark Zagar at Sauce Films. Alan Myles was the photographer on the print work with digital imaging by Madeleine de Pierres.
13 Comments
Wow, that is a really tough concept to translate well into print. Kudos to those involved.
You are too kind Josh. Seriously, way too kind.
I think the reason there are so few comments here is people don’t want to say what they really think and cut-down AT’s work.
Did I see the word ‘pedestrian’ in there somewhere? Sorry, but this just feels a little predictable to me.
What does everyone else think? Or are all the usual bloggers from Marketforce too afraid to comment?
Titan effort from AT, who seems to be trying to drag mf’s creative output back to respectability on his own. Question is, what are the rest of the team doing? Given recent movements, I suspect we will be hearing a lot more creatively from Gatecrasher in the coming year, and a lot less from the Force
Ha,Ha, that’s very funny 7:49. Thought you’d wait till you got GC before you made a comment like that.
Predictable? Maybe. But it’s some nice art direction on a concept that is still strong and likely to be effective. Probably not one for the big award shows but looks good.
There’s no shame in being enthused about the work, mate, especially in this miserable town. Like I said, a tough concept to pull off in print, with some obvious work involved in making it look as good as it does. I’d buy Madeleine a drink if someone else was paying.
Mmm, okay, the type treatment is great, the photography is great, but the idea is clichéd and uses the classic govt ‘better just go with a pun’ fall back, we see over and over again.
Sure, it may be as creative as the client would allow it to be, but let’s stop pretending it’s anything other than ordinary thinking executed well.
And where are the boom gates? Did they get in the way of the nice clean art direction?
As for boom gates ….there are none at many out of metro area crossings.
People who use crossings without gates need these type of ads more than those in the city, who have gates as well as lights.
could commentors please stop using words like “kudos” and “titan”
1.07. It’s words like this that set us apart from the hoi polloi. If you want to talk like the common man fuck off back to thewest.com.au blogs
ah, talking to the common man. something we in advertising should never do.
3.26.
But in this blog we are talking to each other, not the common man. Ergo we can use wanky words. Like ergo.
Kudos to ergo!