Familiar memories of what a passenger sees looking around a tram on the way to see friends, going to events or nipping into the city.
Yarra Trams is excited to take passengers on their greatest journey yet - to being Melburnians again. And, thanks to Helsinki Agency, we see their trams are coming alive.
With a perfectly timed, end of October launch - as restrictions eased and life returned to the network - the campaign’s hero video captures the magic of Melbourne’s return to their favourite mode of transport through a series of whimsical, animated moments showing everything from priority seat icons giving a wave to the classically kitsch seat patterns becoming a celebratory firework display – even a sign doing the Melbourne Shuffle.
CEO Yarra Trams Julien Dehornoy: "All of us here at Yarra Trams are incredibly excited to welcome passengers back onto the network with the recent easing of restrictions.
"This campaign was developed in close collaboration with Helsinki Agency, and highlights all the work we"ve been doing to ensure our trams are safe, clean, accessible and welcoming for all our customers.
"I'm looking forward to getting out and about this summer and enjoying all that makes Melbourne one of the world"s great cities.”
Dave Gregory, Lead Creative - Helsinki Agency: “We knew there would be plenty of messaging around big, wonderful things about Melbourne’s great return, and quite rightly so.
"With this campaign however, we wanted to celebrate the smaller, familiar memories of what a passenger sees looking around a tram on the way to see friends, going to events or nipping into the city.
"This also allowed us to have fun celebrating the trams themselves and in turn, the whole network and, indeed, its staff.”
The campaign will feature across multiple digital platforms and socials, with posters and activations across the tram network.
Gregory: “With the legends at Filmtime, who handled both the shoot and animation beautifully, we were able to
create something really special in a short time, all under COVID restrictions.
"Everyone at Helsinki is super proud of the positivity of the piece and we hope it gives Melburnians the warm, fuzzy feeling they deserve! My only issue now is that, whenever I get on a tram, I’ll be disappointed the lil’ priority seat people aren’t waving at me!”
CREATIVE CONCEPT & ART DIRECTION - HELSINKI AGENCY - helsinkiagency.com.au
PRODUCTION & ANIMATION - FILMTIME - filmtime.com.au
CLIENT - Yarra Trams - yarratrams.com.
