Metlink Design & Branding NATURE PREFERS PUBLIC TRANSPORT by Marmalade Melbourne

Adsarchive » Design & Branding » Metlink » NATURE PREFERS PUBLIC TRANSPORT

NATURE PREFERS PUBLIC TRANSPORT

Pin to Collection
Add a note
Industry Public Transport, Mass Transit
Media Design & Branding
Market Australia
Agency Marmalade Melbourne
Designer Gary Simm
Illustrator Dave Thomas, Kustaa Saksi
Released February 2011

Credits & Description

Category: Posters
Advertiser: METLINK
Product/Service: PUBLIC TRANSPORT
Agency: MARMALADE
Date of First Appearance: Feb 28 2011
Entrant Company: MARMALADE, Melbourne, AUSTRALIA
Creative Director/Copywriter: Neil B Mallet (Marmalade Melbourne)
Art Director/ Copywriter: Michael Davey (Marmalade Melbourne)
Illustrator: Kustaa Saksi
Illustrator: Dave Thomas (Coin Multi Media)
Designer: Gary Simm (Marmalade Melbourne)
Account Manager: Simone McLaughlin (Marmalade Melbourne)
Media placement: Billboard - Busy Roads - 28/2/2011

Describe the brief from the client
We were asked by our client Metlink to promote public transport as being the environmentally-friendly alternative to driving a car.

Describe the challenges and key objectives
Our main challenge was not mentioning or demeaning cars in any way. This led our creative thinking to a more positive, utopian place to encourage commuters to leave their car at home, even for one day a week.

Describe how you arrived at the final design
After sketching it up many different ways as early layouts, we realised simple, bold illustration was the only way to bring our characters to life, so to speak. The length and shape of each transport mode then helped dictate how the final design was created.

Give some indication of how successful the outcome was in the market
It’s still too early to tell, but early indications are that the public are engaging instantly with the ‘cute’ caterpillars and smile every time they pass it.