KiwiRail & TrackSafe make a high fashion statement in new ‘Trainspotter’ campaign for Rail Safety Week via EightyOne

KiwiRail & TrackSafe have launched a striking new campaign for Rail Safety Week created by EightyOne, challenging the public to “Be a trainspotter when you cross”. By giving railway safety a high-fashion, editorial makeover, the campaign aims to address the dangerous mix of distraction, complacency, and impatience around railway crossings.

Trainspotters are natural muses for each execution as they already demonstrate the behaviour we need the public to adopt. Stop, stare, and look for trains.

Says James Henderson, Art Director at EightyOne: “Balenciaga and diesel locomotives aren’t exactly an obvious pairing, but one we hope will inspire people to cross safely.”

Megan Drayton from TrackSAFE Foundation says the campaign aims to remind New Zealanders that crossing railway tracks safely requires their full attention: “Trains cannot stop quickly or swerve to avoid someone on the tracks. We want people to put distractions aside, take the extra moment to stop and look, and make sure the line is clear before crossing.”

The campaign launches nationally as part of Rail Safety Week and will run across all sorts of owned and paid media channels.

Brand: KiwiRail & TrackSAFE Foundation
Creative: EightyOne
Production Company: Good Luck Productions LTD
Photographer: Steve Boniface
Stylist: Nicola Provost
HMUA: Amy Mclennan
Media: EightyOne Media

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