Title | THE CONSCIOUS CROSSING |
Brand | KIWIRAIL |
Product / Service | KIWIRAIL |
Category | D02. Use of Ambient Outdoor |
Entrant | CLEMENGER BBDO | TOUCHCAST Wellington, NEW ZEALAND |
Idea Creation | CLEMENGER BBDO | TOUCHCAST Wellington, NEW ZEALAND |
Media Placement | CLEMENGER BBDO | TOUCHCAST Wellington, NEW ZEALAND |
PR | CLEMENGER BBDO | TOUCHCAST Wellington, NEW ZEALAND |
Production | CLEMENGER BBDO | TOUCHCAST Wellington, NEW ZEALAND |
Name | Company | Position |
---|---|---|
Brigid Alkema | Clemenger BBDO Touchcast | Executive Creative Director |
Emily Beautrais | Clemenger BBDO Touchcast | Creative Director |
JP Twaalfhoven | Clemenger BBDO Touchcast | Copywriter |
Steve Hansen | Clemenger BBDO Touchcast | Art Director |
Christina Hazard | Clemenger BBDO Touchcast | Executive Producer |
Claudia Zwimpfer | Clemenger BBDO Touchcast | Account Director |
Carly Neemia | Clemenger BBDO Touchcast | Agency Producer |
Carne Godfrey | Clemenger BBDO Touchcast | Agency Producer |
Fern Holloway | Clemenger BBDO Touchcast | Account Manager |
Dan Monaghan | Clemenger BBDO Touchcast | DOP/Editor |
Ollie Stent | Clemenger BBDO Touchcast | Camera Op |
Paul Stent | Clemenger BBDO Touchcast | Sound Design |
Research shows the more familiar people are with an environment, the less attention they give it– which is especially dangerous at railway level crossings where expensive warning signals can’t be installed. We developed an interactive, cost-effective new way to engage pedestrians’ brains, right at the moment of risk. The Conscious Crossing is an outdoor installation consisting of a series of moveable gates. Installed right next to railway level crossings, it keeps the crossing environment ever-changing, continually altering the environment to make the familiar, unfamiliar. Shaking pedestrians out of their complacency and switching their minds from autopilot to alert for danger. Designed with human nature in mind, anyone can easily alter the gates into any of the 45,239,040 unique layout configurations, any time– empowering people to take an active role in helping keep fellow pedestrians safe. As the layout is continually changed, an ongoing cycle of safety between pedestrians is created.