Marketforce, The Penguin Empire produce stunning new TVC for SA rail safety

Marketforce has created a stunning new television commercial for the South Australian Department of Transport, Energy and Infrastructure, highlighting safety at rail crossings. It’s a similar project to WA’s Stay Off The Tracks campaign.

Six months in the making, the commercial highlights the power of trains and their potential for fatal consequences. It was directed by The Penguin Empire’s Grant Sputore, with sound and special effects handled locally as well.

Watch the spot.

South Australia has recorded the second highest number of level crossing pedestrian fatalities over the past 10 years. This campaign targets young males as they are most likely to be involved in level crossing incidences.

“Given the younger audience we felt that it made sense to focus on the physical consequence rather than the emotional family-based messaging of the previous campaign,” said Phil De Dubois, Account Director at Marketforce. “The new campaign illustrateswhat it is like to be hit by a train in a memorable and unexpected way that will hopefully make people think twice before ignoring the signals.”

The campaign has been released to coincide with National Rail Safety Week in August and will span television, radio, outdoor sites at train stations and on South Australian trams.

SA Department of Transport, Energy & Infrastructure

Agency : Marketforce

Creative Directors : Pat Lennox and Ben Green

Creatives : Guy Howlett and Nathan Teoh

Agency Producer : Belinda Hawkins

Director : Grant Sputore

DOP : Andrew McLeod

Producer : Kelvin Munro

Production Co. : The Penguin Empire

Visual Effects : David McDonnell – Last Pixel

Practical Effects : Daniel Browne – CDM:Studio

Sound Design : Brad Habib – Soundbyte

Music : Tim Count – Music Design Systems

Additional Post Production : The Office of John Cheese

Account Director : Phil De Dubois

Client : Cathryn Opie