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

Construction 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.”

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Says 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

Producer: Ceri Davies/Sally McManus