KIWIRAIL - NEAR MISS MEMORIALS

Short List
TitleKIWIRAIL - NEAR MISS MEMORIALS
BrandKIWIRAIL NEW ZEALAND AND TRACKSAFE
Product / ServiceRAIL SAFETY AWARENESS
CategoryF07. Corporate Purpose & Social Responsibility
EntrantDDB NEW ZEALAND Auckland, NEW ZEALAND
Idea Creation DDB NEW ZEALAND Auckland, NEW ZEALAND
Media Placement OMD NEW ZEALAND Auckland, NEW ZEALAND
Production DDB NEW ZEALAND Auckland, NEW ZEALAND

Credits

Name Company Position
Damon Stapleton DDB Group New Zealand Chief Creative Officer
Gary Steele DDB Group New Zealand Executive Creative Director
Brett Colliver DDB Group New Zealand Creative Director
Mike Felix DDB Group New Zealand Creative Director
Adam Barnes DDB Group New Zealand Senior Creative
James O’Sullivan DDB Group New Zealand Senior Creative
James Blair DDB Group New Zealand Account Service
Rebecca Farlow DDB Group New Zealand Account Manager
Anna Hall DDB Group New Zealand Senior Business Director
Annika Fyfe DDB Group New Zealand Planner
Julz Lane DDB Group New Zealand Print Production
Johannes Gertz DDB Group New Zealand Digital Production
Jason Vertongen DDB Group New Zealand Head of design
Danillo Castilho DDB Group New Zealand Lead Front End Developer
James Li DDB Group New Zealand Designer
Judy Thompson DDB Group New Zealand Agency Executive Producer
Amanda Summersby DDB Group New Zealand Post Production Producer
Dan Cummings DDB Group New Zealand Editor
Milon Williams DDB Group New Zealand Audio Engineer
Mark Tretheway DDB Group New Zealand Video Production
Mat Baker DDB Group New Zealand Photographer
Carl Baker DDB Group New Zealand Retoucher
OMD New Zealand OMD New Zealand OMD New Zealand Media
Kate Thompson KiwiRai Community Engagement Manager
Megan Drayton TrackSAFE NZ Foundation Manager

Please tell us how the brand purpose inspired the work

Being the national state-owned rail network, KiwiRail have a responsibility to keep every train user safe. Equally they also have a responsibility to protect the physical and mental well-being of their employees. By putting train drivers at the very centre of this safety campaign for KiwiRail, we've achieved both. As a result, train users on their network are more aware of the dangers they face at crossings and considerate of the impact their risk taking has on others. Additionally, in an unexpected but equally important result, the train driver industry has broken their silence on near misses. The campaign has encouraged train drivers around the country, and even internationally, to talk openly about these incidents and seek support for the daily trauma they endure.