TrackSAFE + KiwiRail tap Kiwi band Drax Project for campaign via Clemenger BBDO | Touchcast

Clemenger BBDO | Touchcast has collaborated with local favourites Drax Project to remind people of the dangers of wearing headphones around railway level crossings, for clients KiwiRail and TrackSAFE NZ.

Playing live at a level rail crossing, the band performed a gig with a difference – surprising pedestrians with an unexpected demonstration of safe crossing behaviour. The band then launched the video over their social channels.

VIEW THE ACTIVATION

The activation launched as part of Rail Safety Week, which this year is particularly targeted towards young music lovers. In the last year, three New Zealanders have been killed at railway crossings while wearing headphones, and countless others have experienced near misses.

Says Brigid Alkema, ECD, Clemenger BBDO | Touchcast: “Targeting music lovers meant we had to play in their space. Using Drax Project to deliver our message gave it cred, and helped our audience sit up and listen – hopefully in more ways than one.”

The campaign also includes bold posters in targeted placements near high-risk crossings. These were created in collaboration with French illustrator, Quibe, famed for his single-line illustrations.

Client: TrackSAFE NZ and KiwiRail

Illustrator: Quibe