Victorian government simplifies train network changes for commuters with out-of-home push

Zoe Samios

May 10, 2017 11:08

Victorian government simplifies train network changes for commuters with out-of-home push

As the construction of Melbourne’s expanded train network kicks off, the Victorian government has launched an out-of-home campaign to help commuters understand any travel delays, changes and the benefits of the new infrastructure.

The new piece of work, created by Y&R Melbourne, features graphics such a chainsaw, shovels and witches hats, with the tagline ‘Every bit of construction gets us closer to a better train network.’

Each construction-related object is linked to the train network through the imagery, such as railway tracks placed on the witches hat, the front of the train acting as a handle for the chainsaw and shovel handles replicating the handles commuters can hold onto on trains.

Jake Barrow, executive creative director at Y&R Melbourne said the agency hopes the “disruption posters will serve as a good-looking reminder as to the positive change” for the train network.

“It’s nice to be able to distil what could be a pretty complicated message into just a handful of graphic elements and a headline,” Barrow added.

Transport for Victoria’s chief executive officer, Wendy McMillan said in a statement: “Melbourne is the world’s most liveable city and needs a train network to match. This campaign strikes a great balance between raising awareness of disruptions while generating excitement around the bigger, longer trains that are on their way.”

The campaign will include a 30-second ad, out of home, press, on network and digital display.

Credits:

Y&R Melbourne