Clemenger BBDO | Touchcast has collaborated with rising Wellington band Drax Project to launch a poster campaign for KiwiRail and TrackSAFE NZ about the dangers of wearing headphones around railway level crossings.
Playing live at a level rail crossing, the band performed a gig with a difference – surprising pedestrians with an unexpected demonstration of safe-crossing behaviour. The band then launched the video over their social channels.
The activation launched as part of Rail Safety Week, which this year is targeted towards young music lovers. In the last year, three New Zealanders have been killed at railway crossings while wearing headphones, and countless others have experienced near misses.
Clemenger BBDO | Touchcast ECD Brigid Alkema said: “Targeting music lovers meant we had to play in their space. Using Drax Project to deliver our message gave it cred, and helped our audience sit up and listen – hopefully in more ways than one.”
The posters are sited near high-risk crossings. These were created in collaboration with French illustrator, Quibe, famed for his single-line illustrations.
Client: TrackSAFE NZ/KiwiRail
Agency: Clemenger BBDO | Touchcast
Production Company: Flare BBDO
Live Sound Recordist: Mike Gibson
Music: ‘City Lights’ by Drax Project
- View the video below
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