NSW transport needed to communicate to the people of the Northwest, their impending transition onto Station Link before the Sydney Metro Northwest launches. In addition to this, they also needed to remind Sydneysiders of the progress being made in transport infrastructure, which will eventuate in a state of the art, driverless high speed, turn up and go rail service.
Emotive were engaged to bring to life, what was inevitably going to be a sensitive and disruptive message to Sydneysiders in an educational and entertaining way. The message needed to connect with the audience and ensure they would plan effectively for the disruption.
We were looking for a reliable source of information and a steady hand to guide the people of Sydney’s North West through the transition to Station Link. We saw Lee Lin Chin as just the source. She is a unique and trusted voice, renowned for her strength of character and personal flair. Her ability to deliver serious messages with a touch of humour and in a straight forward and authentic way was just what the campaign needed at it’s core.
Client: Transport for NSW
Creative, Production & Amplification – Emotive
CEO: Simon Joyce
Business Director: Marshall Campbell
Strategist: Lucielle Vardy
Creative Directors: Zane Pearson and Rory Pearson
Writer: Rory Pearson
Director: Zane Pearson
Senior Producer: Alistair Pratten
DOP: James Brown
Editor: Uthayan Selvaraj
Amplification: Jamie Crick
Media Agency – UM
Post Production – Blackbird
Sound and Music – Rumble