Working with Y&R Sydney, we were invited to pitch on phase 2 of NSW Government ‘Tomorrow’s Sydney’ - an information-led campaign designed to calm Sydney commuters frustrated with infrastructure construction works for the $2 billion light rail project.
Due to the sensitivity surrounding the issue we chose to execute the campaign using a playful illustration style and the power of character as a way to disarm disgruntled commuters and create a visual language that made the communications feel friendly and approachable while still delivering the necessary information required.
Here’s a couple of print pieces from that pitch. I still like the approach we took - even if we didn’t win.
Client: NSW Government [Pitch] Agency: Y&R Sydney Channels: Print, OOH, Online, TV Role: Creative Concept / Art Direction
