Transport for NSW in partnership with Emotive, has launched an integrated campaign for “Tomorrow’s Sydney – Station Link” starring national icon and comedy legend, Lee Lin Chin.
In Emotive’s first piece of work for Transport for NSW, the task was to inform the people of Sydney’s Northwest that from 30 September 2018 the train line between Epping and Chatswood will be closing for around 7 months so that it can be upgraded for the new Sydney Metro Northwest. During that time Station Link – a high frequency bus service will be taking them from station to station.
Aware that the disruption message was inevitably going to be sensitive for those affected, the Emotive approach was to balance the informative nature of the message with an injection of personality. Cue the adored Lee Lin Chin.
Simon Joyce, CEO Emotive commented “Careful consideration was made around our lead talent for this campaign. We needed a straight talker who represents honesty, progress, community and diversity. But equally we wanted to deliver the message empathetically given the pending disruption. With Lee Lin Chin we had the perfect talent that allowed us to communicate succinctly, whilst intertwining some light hearted moments in a way that only she could. The initial social response to the campaign has been exceptional, with Lee Lin’s Twitter page inundated with cheeky but supportive commentary around her role in the campaign. Most importantly, however, the creative is giving Sydney a real sense of what’s to come with the Sydney Metro Northwest. ”
The campaign will run across TV, Cinema, OOH, digital, social and NSW Transport digital assets.
Hero: Phase One
Hero: Phase Two
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