Sydney hasn’t had trams for decades. Sydneysiders are not used to sharing the roads with this new form of transport that has its own rules.
Wunderman Thompson was given the job of teaching people how to deal with the new trams. The message is simple – keep your head up and your wheels straight across the tracks. The cast members are real locals. The execution is without frills – but does include a little flamboyance and some sequins.
Wunderman Thompson chief creative officer, Simon Langley, explained, “Heads Up feels like a safety tip coming from a friendly neighbour, or a familiar face you’d pass on the street every day. After all, it’s the locals who know every twist and turn of their stomping ground.”
Transport for NSW’s executive director of marketing and campaigns, Rita Harding, added, “Too many of us walk around with our heads buried in our phones. As the light rail launches in the busy Sydney CBD, we need to change this behaviour and prompt Sydney to keep their heads up and stay safe.”
The campaign is running across TV, social, outdoor and the Sydney light rail network, and comes after Wunderman Thompsons’ appointment by Transport for NSW following a competitive pitch in October.
Credits:
Agency: Wunderman Thompson
National Chief Creative Officer: Simon Langley
Creative Director: Sinead Roarty
Creatives: Darren Moss & Chris Searle
Partner: Ana Lynch
Engagement Lead: Bronte Rohrig
Strategist: Brona Kilkelly
Senior Producer: Gabe Hammond
Production Company: Collider Films
Director: Caleb Mountjoy
Producer: Annie Schutt
Executive Producer: Rachel Ford-Davies
Sound Studio: Rumble Studios
Sound Designer: Tone Alston
Post-Production: The Cannery at Wunderman Thompson
Client: Transport for NSW
Executive Director, Marketing and Campaigns: Rita Harding
Director, Campaigns & Integrated Projects: Jarrod Brennan
Campaigns Manager, Campaigns & Integrated Projects: Bronwyn Putland
Senior Marketing Officer, Campaigns & Integrated Projects: Jamey Nguyen
Coordinator General, Greater Sydney: Marg Prendergast
Director, Divisional Management Office: Troy Griffith
Principle Manager, Media and Communications Sydney Light Rail: Melanie Clark
