SEE MORE OF NEW ZEALAND BY TRAIN by Clemenger BBDO Wellington for KiwiRail

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SEE MORE OF NEW ZEALAND BY TRAIN

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Industry Transport, travel & tourism
Media Film
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 June 2012

Awards

Cannes Lions 2012
Media Lions Travel, Entertainment & Leisure Silver

Credits & Description

Type of entry: Product & Service
Category: Travel, Entertainment & Leisure
Advertiser: KIWIRAIL
Product/Service: TRANZ SCENIC
Agency: CLEMENGER BBDO Wellington, NEW ZEALAND
Advertiser KIWIRAIL
Product TRANZ SCENIC
Entrant CLEMENGER BBDO Wellington, NEW ZEALAND
Type of Entry: Product & Service
Category: Travel, Entertainment & Leisure
Title: SEE MORE OF NEW ZEALAND BY TRAIN
Advertiser/Client: KIWIRAIL
Product/Service: TRANZ SCENIC
Entrant Company: CLEMENGER BBDO Wellington, NEW ZEALAND
DM/Advertising Agency: CLEMENGER BBDO Wellington, NEW ZEALAND
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)
Account Manager: Julia Walshaw (Clemenger BBDO)
Media Account Director: Kate Wilkinson (OMD)
Media Account Manager: Nathan Pilkington (OMD)
Agency Producer: Scott Mcmillan (Clemenger BBDO)

Results

Thousands of potential passengers were shown exactly what they were missing – the 681km of New Zealand you can only see by train.

Creative Execution

To make this long photograph, still shots were taken out the train window every few seconds for the whole 12 hr journey. Then we combined all 31,509 images into the longest snapshot ever.
In magazines, the train journey ran across every single page. Consecutive street posters took up a whole city block near the airport. We took the train journey inside the terminal, running it right around the airport luggage carousels. And when people got on the plane, there it was along the overhead lockers.


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.