Transport for NSW celebrates launch of new Sydney Metro with new campaign via BMF Sydney
Australia’s biggest transport project and most advanced railway, Sydney Metro, has officially opened and has launched with a new multi-channel campaign via BMF Sydney.
Sydney Metro is delivering frequent turn-up-and-go services from Tallawong (Rouse Hill) to Chatswood Station. Sydney Metro stops at 13 stations along the Metro North West Line. New, driverless trains take commuters between Tallawong and Chatswood stations quicker than ever. And with frequent services, people can just turn up and go – no timetable is required. Sydney Metro will revolutionise the way the city moves.
BMF’s campaign to launch Sydney Metro shows off the dynamic metro trains, along with its stunning architecturally beautiful Metro stations, and reflects how easy it is to move on this new mode of transport. The campaign plays on the pulse and flow of movement, getting people to where they want to go more quickly, efficiently and easily, with no traffic hold-ups.
The sentiment of the creative is to show how a commuter feels the cadence of the movement of this transport system and the rhythm of the city. There is a harmony between them.
It’s a whole new way to move.
Says Rita Harding, executive director marketing and campaigns, transport for NSW: “Sydney Metro North West is going to transform the way that customers in this region travel. This was a core element of our marketing program and we could not have been happier with the way that BMF conveyed this concept when promoting the new services and system.”
Says Steve McArdle, managing director, BMF: “It’s an incredible, once-in-a-generation project to be involved in and I hope we’ve done it justice. It’s a sleeker, smarter, fresher way to travel and we’ve tried to reflect that in the tone and style of the work.”
The campaign is running on TV, radio, OOH, print, social media and digital display.
Agency: BMF Sydney
Executive Creative Director: Alex Derwin
Head of Art & Design: Lincoln Grice
Copywriter: Emily Field
Executive Planning Director: Christina Aventi
Managing Director: Stephen McArdle
Senior Account Director: Peitra Withaar
Senior Account Manager: Peggy Wong
Account Executive: Adam Reeves
Agency Producer: Jenny Lee-Archer
Production Company: Goodoil Films
Director: Stu Bowen
Executive Producer: Juliet Bishop
Producer: Andrew MacLean
Production design: Lucinda Thompson
Post Production: ALT.vfx
Editor: Mark Burnett @ The Editors
Music: Turning Studios
Art Buyer: Basir Salleh
Sound Design and Audio Production: Rumble Studios
DoP: Germain McMicking
Photographer: Michael Kai
Creative Retouching: Cream Electric Art
Print Production: Karen Liddle & Jane Winnick
Digital Producer: Danielle Kartika
Digital Design/Build: King Tan
Designer: Catarina Duardo, Stacey Harrad Chantler
4 Comments
The metro is a sensational step backwards. My trip time has increased from 33 minutes on one train to between 38 and 50 minutes on 3 trains. Was on a new Waratah this morning far far superior. Quieter, higher Pax density, air con that blow in your face. Much better all round
Air that doesn’t blow in you face.
Why are their running courses around railway stations(not all) I live in the South-Eastern Sydney. We have NO other transport other than overfilled buses(which ppl have to wait for the next)or walk! The line stops at Kingsford? Down in Little Bay the developers have built at least 50,000-thats a low-ball figure- extra living units on the Prince Henry hospital site. Why wasn’t this track to go down to La Perouse &/or Botany cemetery?? Where are the extra much needed buses considering we don’t have a railway, can’t afford taxi’s, to far to walk, especially for elderly! Or are they waiting to kick pensioners out-like my mums place of 22yrs-to have D.I.N.KS & yuppies here? I truly would love an answer!!
That’s a lot of people to come up with the blandest headline ever.