VIC State Government unveils new work via Y&R Melbourne, about train infrastructure upgrades

HCMT_Citylights_1_sml[4][1] (1).jpgConstruction has begun on Melbourne's next generation of longer, more reliable trains. Y&R Melbourne has developed a new campaign in conjunction with the Victorian State Government to raise awareness of the major infrastructure works and upgrades that are already underway, and to help commuters understand possible travel delays and how the end benefits will affect them.

Using simple graphic elements to demonstrate that every piece of construction gets Victoria closer to a better train network, the campaign incorporates a 30 second film, OOH, press, on network and digital display.

Says Jake Barrow, ECD, Y&R Melbourne: "It's nice to be able to distill what could be a pretty complicated message into just a handful of graphic elements and a headline. We hope these disruption posters will serve as a good- looking reminder as to the positive change our train network is in store for."

HCMT_Citylights_2_sml[2][1] (1).jpgSays Wendy McMillan, chief executive officer - rolling stock development division, Transport For Victoria: "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."

Executive Creative Director: Jake Barrow
Senior Writer: Katie Britton
Senior Writer: Brendon Guthrie
Senior Art Director: Tim Holmes
Planning Director: Michael Hyde
Senior Planner: Alex Horner
Head of Content/Broadcast: Sheridan Wadelton
Producer: Emma King
Group Account Director: Matthew Hunt
Account Director: Cathryn Reed
Account Manager: HCMT_Citylights_3_sml[1][1] (1).jpgSarah Wood
Head of Digital and CX: Ash Mustchin
Digital Producer: Jo Manning
Digital Designer: Rosalie Iaria

Production Manager: Gerry Matthee
Designer: Simon Gray
Designer: Lewis Brown

Production Company
Studio: Pixel
Design and Animation: Luke Saunders
Producer: Haley Polacik

Engineer: Andrew Neil
Producer: Ceri Davies/Sally McManus 
HCMT_Citylights_4_sml[1][1] (1).jpg HCMT_Insitu_02_sml[1][1] (1).jpg HCMT_Insitu_03_sml[1][1] (1).jpg HCMT_Insitu_04_sml[1][1] (1).jpg


Fan said:

Nice one Pixel

Copy Desk said:

I love this work. I've seen more than one (well, two) posters that looked like people had tried to tear them off the inside of train carriages. I imagine that's a career defining moment for an art director or designer. Great job guys!

Ben said:

I'd rather see ideas appropriated like this, rather than the blatant scams, barely past concept stage that are still getting up and getting awarded around town.(I just wouldn't PR it).

JJ said:

Very nice work. simple, sharp and clean for something that is usually so bland and conservative.

@ Pinterest much Bro said:

This style has been around and done a fair bit you're right. Sure, it's not original but unlike a lot of the other attempts, this is well executed.

Good work.

normal said:


Thumbs Up said:

This is beautifully executed. Nice stuff.

yep said:

this place is just for whingers.

laughing at the copy desk said:

Copy desk
you are a plonker. and I imagine, a super average writer.

Copy Desk said:

@laughing at the copy desk

Look, I may be a pretty average writer, but it's paying my mortgage. Isn't that the point, really? Meanwhile as a writer, although an average one, I generally start my sentences with capitals. And I use sets of commas (or indeed parentheses) to clearly define parenthetical statements. I'd probably also use a hyphen between "super" and "average" to remove any ambiguity around the two words being a compound term. Just on that, is it possible to be more average than average? You, my friend, have come up with an interesting conundrum. Isn't super average, by definition, exceptional?

In which case, thank you for the compliment.

Leave a comment