North Sydney Council launches ‘Take a Look Around’ campaign via Engine Room Productions

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NSC_DUO_1.jpgA thriving commercial hub, North Sydney sees 62,000 pedestrians rush to negotiate its streets and crossings every day. With the aim to promote improved street safety in the busy business district, North Sydney Council has launched ‘Take A Look Around’, a public safety social media awareness campaign.

Created by Engine Room Productions, the brief from North Sydney Council was to maximise cut-through and craft a memorable message in an effort to reduce accidents and injuries in the bustling area, using humour and music to convey a serious message with lasting impact.

NSC_DUO_6.jpgTo deliver on the brief, Engine Room was able to draw on the Red Engine Group, which also includes agency Red Engine SCC and sound house Red Note. The creative seed originated around the form of a tongue-in-cheek power ballad. The campaign tookNSC_PBG_7.jpg shape as an original composition merging the genres of kitschy pop ballad and cautionary urban rap.

Engine Room Productions’ own Damien Cassar, director and lead creative, penned the lyrics with verses crooned by Steve Peach, music composer and creative director at sound house Red Note. Shot in andNSC_RAP_3.jpg around North Sydney, the film features comedienne Fran Middleton’s rap stylings and the acting talents of Jon Vontolken as ‘power ballad guy’.

A playful song with a serious message, the creative theme centres around the idea of “take a look around”, encouraging people to be more aware of their surroundings and theNSC_SOLO.jpg hazards inherent in the modern urban landscape.

Says Cassar: “Respect to North Sydney Council for daring to be different in the communication of an important message. The Red Engine Group was located in North Sydney for four years and witness to dangerous pedestrian behaviour on its streets. This is an important campaign and although we’ve used music, nostalgia and laughter as a vehicle, we hope the message cuts through.

“This campaign is a great example of what the Red Engine Group does best – working together in a harmonised collaboration between production, music, strategy and creative.”

Client: North Sydney Council


Production Agency: Engine Room Productions

Lead Creative and Director: Damien Cassar


Executive Producer: Adrian Hyde


Senior Producer: Georgia Mappin


DOP: Dan Freene

2nd Unit Camera: Patrick Mazzolo

Camera Assistant: Pim Kulk

Hair & Make Up: Jamilla Hall
Editor: Tristan Beacroft

Special VFX: Rob Peters

Actors: Jon Vontolken & Fran Middleton


Agency: Red Engine SCC

Senior Creative: Rob Peters

Strategy and Social Media Director: Paul Isbell

Senior Social Media Manager: Clare Moyna

Sound House: Red Note

Music & Vocals: Steve Peach

Rapper: Fran Middleton

Red Engine Group

Group Creative Director: Daniel Saunders & Duncan Shields