Heads up from your phone, there's a train coming through

To try to get the mobile device-addicted commuter-zombies to peel their eyes away from riveting content—especially now that a new light-rail system has opened in Sydney—Transport for NSW has launched a safety campaign called 'Heads Up', by Wunderman Thompson Sydney.

The agency roped in a local Sydney street cast to share tips on how to avoid becoming railkill within the network, which is spread across the city and cuts through its central business district. 

Transport for NSW’s executive director of marketing and campaigns, Rita Harding, said in a release that she wants people to watch out, literally. “Too many of us walk around with our heads buried in our phones," she said. "As the light rail launches in the busy Sydney CBD, we need to change this behaviour and prompt Sydney to keep their heads up and stay safe.”

Ad Nut is as guilty as anyone of using a smartphone while scurrying around Ad Nut's busy neighborhood, so there's nothing like a gentle reminder to watch Ad Nut's step. Here's hoping Sydney's more than 5 million residents heed the advice too.  

CREDITS

Client: Transport for NSW
Rita Harding - Executive Director, Marketing and Campaigns
Jarrod Brennan – Director, Campaigns & Integrated Projects
Bronwyn Putland – Campaigns Manager, Campaigns & Integrated Projects
Jamey Nguyen – Senior Marketing Officer, Campaigns & Integrated Projects
Marg Prendergast – Coordinator General, Greater Sydney
Troy Griffith – Director, Divisional Management Office
Melanie Clark – Principle Manager, Media and Communications Sydney Light Rail

Agency: Wunderman Thompson
Simon Langley, National Chief Creative Officer
Sinead Roarty, Creative Director
Darren Moss, Creative
Chris Searle, Creative
Ana Lynch, Partner
Bronte Rohrig, Engagement Lead
Brona Kilkelly, Strategist
Gabe Hammond, Senior Producer

Production company: Collider Films
Director: Caleb Mountjoy
Producer: Annie Schutt
Executive Producer: Rachel Ford-Davies

Sound Studio: Rumble Studios
Sound Designer: Tone Alston

Post-Production: The Cannery at Wunderman Thompson

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