The revised campaign featuring Tram Coach and his unifying catch cry, ‘This is how we tram’ launched this week across adshels, mixed tram media, with video executions for cinema, YouTube and social media.
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Says Bechervaise: “We’re on a mission to break stereotypes. The 60 plus audience have a sense of youth and the spirit to get out there. We’re playing to that, but in a way that talks to everybody – so it’s all-inclusive, while inherently targeting one sector specifically. Tram coach celebrates safety and being awesome at it, so there’s no heavy vibes happening here.”
Says Emilie van de Graaff, director of passenger and network innovation, Yarra Trams: “Reaching older passengers is a critical phase of our ongoing campaign promoting safe tram travel behaviour, because our data indicates that they are more susceptible to falls on trams.”
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Icon Agency is responsible for delivering creative strategy, campaign implementation, public relations and social media.
Client – Yarra Trams
Director, Passenger and Network Innovation – Emilie van de Graaff
Agency – Icon Agency
Creative Director – Rod Clausen
Creative Director – Ed Bechervaise
Art & Copy: Aaron Tyler
Art Direction: Mal Chambers
Group Account Director: Hazel Tiernan
Senior Account Manager: Sam Cairns
Senior Designer: Nana Derkyi
Studio Manager: Mark Oriondo
Casting Director and Producer: Naomi Mendoza
Production Company: Visible Studios
Director: Nick Kozakis
DOP: Carl Allison and Dillon Pearce
Executive Producer: Tim Whiting
Illustrator: Ben Sanders
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