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Date: Jan 2020
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Transport for NSW has created a safety campaign to highlight the safety implications that come with the new light rail system it launched in 2019.

The campaign, called ‘Heads Up” and created by Wunderman Thompson, showcases the community life around the light rail and features a local Sydney street cast sharing their knowledge of how to stay safe and enjoy the neighbourhood they love.

“The campaign is integral to changing the behaviour of the Sydney community as the light rail launched,” said Rita Harding, Transport for NSW’s executive director of marketing and campaigns.

“Too many of us walk around with our heads buried in our phones. As the light rail launches in the busy Sydney CBD, we need to change this behaviour and prompt Sydney to keep their heads up and stay safe.”


Transport for NSW

Rita Harding - Executive Director, Marketing and Campaigns

Jarrod Brennan – Director, Campaigns & Integrated Projects

Bronwyn Putland – Campaigns Manager, Campaigns & Integrated Projects

Jamey Nguyen – Senior Marketing Officer, Campaigns & Integrated Projects

Marg Prendergast – Coordinator General, Greater Sydney

Troy Griffith – Director, Divisional Management Office

Melanie Clark – Principle Manager, Media and Communications Sydney Light Rail

Wunderman Thompson

Simon Langley, National Chief Creative Officer

Sinead Roarty, Creative Director

Darren Moss, Creative

Chris Searle, Creative

Ana Lynch, Partner

Bronte Rohrig, Engagement Lead

Brona Kilkelly, Strategist

Gabe Hammond, Senior Producer

Production Company: Collider Films

Director: Caleb Mountjoy

Producer: Annie Schutt

Executive Producer: Rachel Ford-Davies

Sound Studio: Rumble Studios

Sound Designer: Tone Alston

Post-Production: The Cannery at Wunderman Thompson