THE CONSCIOUS CROSSING

Gold Spike

Demo Film

Presentation Image

TitleTHE CONSCIOUS CROSSING
ClientKIWIRAIL
Product / ServiceKIWIRAIL
CategoryE03. Special Build
EntrantCLEMENGER 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

Brief Explanation

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.

Credits

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