Public Transport Victoria now delivers all-night public transport on weekends in Melbourne. That news could have been turned into a very dull announcement ad. But while it was developing its campaign to launch the Night Network, GPY&R Melbourne made two decisions.
- The agency focused on what people can do now that they can travel through Melbourne at night cheaply and easily.
- It came up with an interesting device – opening doors – that function both as a mnemonic and to evoke excitement.
The campaign, Open Up Your Night, helps to position Melbourne as the late-night capital of Australia.
The Night Network launched on January 1, and is a 12-month trial that provides all-night trains, trams and buses in the metropolitan area, and a 2am coach service to key regional centres. It means that Victorians can travel from restaurants to theatres to bars, or even just to and from work hassle-free.
GPY&R’s TV commercials are on air across Victoria, and outdoor ads throughout the train, tram and bus network.
Credits:
Agency: GPY&R Melbourne
Executive creative director: Ben Coulson
Creative director: Jake Barrow
Copywriter: James Wills
Art director: Shane Dawson
Executive producer: Romanca Jasinski
Senior account director: Matthew Hunt
Senior account manager: Sarah Naumoski
Account manager: Louise Brugman
Production Company: Airbag
Director: Adrian Bosich
Producer: Alice Grant
Director of VFX: Nick Wright @ Airbag
Editor: Terence Race
Music: Tobi Music
Sound studio: Flagstaff Studios
Sound engineer: Paul Le Couteur
Public Transport Victoria:
General manager, marketing: Philip Askew
Campaigns manager: Amy McBride
Marketing coordinator: Nicole Gottliebsen
