Helsinki Melbourne wins Gold Davey Award for Yarra Trams ‘Beware The Rhino’ campaign
The International Davey Awards has announced its 2011 line-up of winners, featuring a golden gong for Melbourne agency Helsinki for their ‘Beware The Rhino’ campaign for Yarra Trams.
In May this year, the Melbourne transport icon and advertising partner Helsinki released a herd of skateboarding rhinos onto Melbourne’s city streets for a well-heeded pedestrian safety campaign.
Herding some impressive pedestrian behaviour change results, the campaign has now been formally recognised with a Gold Davey Award for Integrated Campaign Creative.
Using the comparison that a tram can weigh up to 50 tonnes , about the same as 30 rhinos.
‘Beware The Rhino’ used a unique rhino ‘hero’ to deliver the safety message in an unexpected, memorable and importantly – a non-authoritarian way.
Four channels were used to effectively deliver the concept to the diverse pedestrian public: cinema advertising, outdoor, experiential and social media.
Says Helsinki creative director John Hillier: “We knew we had to do something really different to get this message across and with the help of a brave client I am proud of what we delivered.”
Client Yarra Trams has been praised and contacted by public transport providers from around the world.
Credits:
Client: Yarra Trams
Agency: Helsinki
Creative: John Hillier, Mikey Tucker, Julian Penwright
TVC Production: Scene On
Media: Mitchells
13 Comments
Very VJ
mammoth!
Nice work guys, clear, simple and delivered with brutal impact
As a Sydney person, not used to decent public transport, I love Melbourne’s tram service, and I particularly appreciated this campaign when I was there. They creep up quietly for something so big.
Great campaign.
Melbourne agencies haven’t rated much of a mention lately, probably because they haven’t done much worthy of a mention. It pains me to say it, but this is very, very good.
Nice one tuckerbags!
Thanks. I never knew trams were heavy or that being hit by one could be dangerous. This really made me think.
MAMMOTH MAMMOTH!
Beware Marketforce’s ‘Horses’ SA train awareness spot.
Congrats to John and all involved. Great campaign and well deserved.
A great campaign – making a name for yourself Mr Penwright?
Great job…Simple but effective. I love it.
Short Fuse Lifestyle!