Lighting the way to Sydney's new Light Rail

Before the trams hit the streets, we need to educate Sydneysiders on how to use their new Light Rail network. Only thing is, how do we do so without being able to access the trams?

Project:

Light Rail Informational Videos

Prequalification Category:

Production

Date:

November 2019

Budget:

$210,000

Project:

Light Rail Informational Videos

Prequalification Category:

Production

Date:

November 2019

Budget:

$210,000

Campaign Objectives

With the impending launch of the new Eastern suburbs and CBD Light Rail network, it was imperative Sydneysiders were introduced to the system, how to use it and how to do so safely.

Strategy

In response Circus developed a series of instructional videos to safely use the new Sydney Light Rail network.

The challenge was showing the operational and safety features, whilst the network was still in its building and testing stage (and inaccessible). How do we show people safely using the system without being able to access the actual trams? Location footage, creatively combined with talent filmed on green screen, with 3D renders, all wrapped to together with a touch of animation, brought the network to life. The result was highly instructive content, without compromising testing and construction or safety of the talent and crew.

Target Audience

The target audience were potential Light Rail users: residents, students and workers in the eastern suburbs and CBD of Sydney.

Execution

The videos were housed on the Transport for NSW digital channels for viewing prior to the launch of the network.

Results & Outcomes

Despite the restrictions - limited access to infrastructure, a restrictive environment, short time period and the unexpected Tram livery updates advised a few days out of delivery that had to be applied to all moving footage - the videos were delivered on time.

we are here to make a difference

1/63 Foveaux Street,
Surry Hills NSW 2010
email: hello@circusgroup.com
 |  phone: +61 2 9954 6777