Everyone knows that you can get to and from work on public transport. But what about getting to and from the fun things in life? Y&R Melbourne has put Public Transport Victoria (PTV)’s Night Network (all-night public transport) into the spotlight with a reality film.

A film made by 58 members of the public, who were sent out to explore Melbourne with a camera and a myki ticket. Their task was to explore, experience and document just how much there is to discover until the sun comes up.

Over 100 hours of footage was turned into film montages of Melbourne’s cultural events, restaurants, bars, clubs, live music, art – even a busking bunny rabbit.

Jake Barrow, executive creative director, Y&R Melbourne, commented, “You can’t fake the unbridled joy, energy and enthusiasm a night of discovery brings. We thought turning this campaign over to an army of inquisitive Melbournians was the best way to capture that weird and interesting world that lays waiting between midnight and 6 am.”

More than 40 different edits were made, ranging from 6 to 60 seconds will feature across digital, social and TV. The films reveal different experiences on specific Night Network routes, and Y&R will use geo-targeting to serve them to commuters on the relevant lines.

To add to the campaign’s appeal for younger Melburnians, the films are underscored by local musician, Ecca Vandal’s, latest single.

https://youtu.be/jU5bDKenvcM

The full campaign also includes outdoor, radio and activations.

Philip Askew, general manager, marketing and digital, PTV commented, “PTV and the Night Network enables you to experience everything this vibrant, 24-7 city has to offer. Getting everyday people to discover it for themselves allows us to showcase the Night Network product in a safe, fun and authentic way.”

Credits:  

Creative Agency: Y&R Melbourne

Chief Creative Officer: Paul Nagy

Executive Creative Director: Jake Barrow

Creative Director: James Wills

Designer: Simon Gray

Executive Producer: Sheridan Wadelton

Producers: Jules Callen & Emma King

Production Coordinator: Annie Thiele

Planning Director: Michael Hyde

Senior Planner: Alex Horner

Group Account Director: Matthew Hunt

Account Director: Sarah Naumoski

Account Executive: Thom Wilson

Editor: Jon Holmes

Music Supervision: Level 2 &Mushroom Group

Client: PTV

General Manager, Marketing & Digital: Philip Askew

Marketing Manager, Products: Jess Wickham

Marketing Coordinator, Products: Laura Barbante