Media > Product & Service
SEE MORE OF NEW ZEALAND BY TRAIN
CLEMENGER BBDO, Wellington / KIWIRAIL / 2012
Awards:
Overview
Credits
Overview
Effectiveness
Thousands of potential passengers were shown exactly what they were missing – the 681km of New Zealand you can only see by train.
Execution
To make this long photograph, still shots were taken out the train window every few seconds for the whole 12 hr journey. Then we combined all 31,509 images into the longest snapshot ever.In magazines, the train journey ran across every single page. Consecutive street posters took up a whole city block near the airport. We took the train journey inside the terminal, running it right around the airport luggage carousels. And when people got on the plane, there it was along the overhead lockers.
Strategy
Flying between New Zealand’s major cities is quick and cheap, so why bother taking the train?We figured if you fly, all you see of New Zealand is clouds. Take the train, and you get to see some of the world’s most beautiful scenery.
To show people what they’d see from the train, the entire 681km journey was recreated as one long continuous photograph.
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