KiwiRail Promo, Case study SEE MORE OF NEW ZEALAND BY TRAIN by Clemenger BBDO Wellington

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Industry Transport, travel & tourism
Media Promo & PR, Case study
Market New Zealand
Agency Clemenger BBDO Wellington
Executive Creative Director Philip 'duster' Andrew
Art Director Brigid Alkema, Zac Lancaster, Lisa Dupre
Copywriter Emily Beautrais, Tom Cunliffe
Photographer Lindsay Keats
Released February 2012

Credits & Description

Category: Best Use of Print
Advertiser: KIWIRAIL
Product/Service: TRANZ SCENIC
Media Agency: OMD, Wellington, NEW ZEALAND
Executive Creative Director: Philip Andrew (Clemenger BBDO)
Copywriter: Emily Beautrais (Clemenger BBDO)
Art Director: Brigid Alkema (Clemenger BBDO)
Copywriter: Tom Cunliffe (Clemenger BBDO)
Art Director: Zac Lancaster (Clemenger BBDO)
Art Director: Lisa Dupre (Clemenger BBDO)
Photographer: Lindsay Keats
Retoucher: Steve Jaycock (Clemenger BBDO)
Account Director: Alison Bartleet (Clemenger BBDO)
Account Director: Emma Foot (Clemenger BBDO)
Media Account Director: Kate Wilkinson (OMD)
Agency Producer: Scott Mcmillan (Clemenger BBBDO)
Media placement: Print - Massive Magazine - 20 February 2012
Insights, Strategy & the Idea
Flying between New Zealand’s major cities is quick and cheap, so why bother taking the train?
We figured if you fly, all you see of New Zealand is clouds. Take the train, and you get to see some of the world’s most beautiful scenery.
To show people what they’d see from the train, the entire 681km journey was recreated as one long continuous photograph.
Creative Execution
To make this long photograph, still shots were taken out the train window every few seconds for the whole 12hr journey. Then we combined all 31,509 images into the longest snapshot ever.
It was so long it ran through an entire magazine, as consecutive strip ads on every single page.
Results and Effectiveness
Thousands of potential passengers were shown exactly what they were missing – the 681km of New Zealand you can only see by train.