Metro Trains: Tiger by McCann Erickson Melbourne for Metro Trains

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Metro Trains: Tiger

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Industry Transport, travel & tourism, Public Transport, Mass Transit
Media Print, Magazine & Newspaper
Market Australia
Agency McCann Erickson Melbourne
Executive Creative Director John Mescall
Creative Director Annie Price
Art Director Matt Hine, Scott Hall
Copywriter Nathan Burley
Photographer Stuart Crossett
Released May 2012

Credits & Description

Category: Travel, transport & tourism
Brand: Metro Trains
Agency: McCann Melbourne
Country: Australia
Melbourneâs train operator Metro has kicked off the AFL season with a new campaign encouraging footy crowds to take the train instead of driving to the game this year.


Created by McCann Melbourne and produced with the support of the AFL and the clubs, the new campaign depicts mascots from the Melbourne football teams in real-life scenarios, made possible by their choice to take the train, rather than trying to drive up Punt Road or find a park in Docklands.


âEvery seasoned football fan knows the pain involved in driving to a footy match in Melbourne,â Chloe Alsop, Marketing Manger Metro Trains, said. âAt Metro weâre constantly improving the train service in Melbourne, not just for weekday commuters but also for all major public events, especially the footy. Weâre very proud that we could partner with the AFL and the footy clubs to bring this campaign to life.â


John Mescall, McCann Executive Creative Director, added: âThis is an exciting campaign in a couple of ways. Firstly, we Melbournians turn up to the footy in mind-bogglingly huge numbers, and itâs nice to be able to acknowledge the fact that (despite the odd grumble) Metro does a bloody good job of getting us there and home again.


âAnd secondly, it was fascinating to find out just whoâs underneath all those mascot costumes. I always wondered where old game show hosts ended up.â

Category: Travel, transport & tourism
Client: Metro Trains
Agency: McCann Melbourne
Country: Australia
Executive Creative Director: John Mescall
Creative Director: Annie Price
Art Director: Scott Hall
Art Director: Matt Hine
Copywriter: Nathan Burley
Group Account Director: Adrian Mills
Account Director: Alec Hussain
Photographer: stuart crossett