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2023 - Bronze

Queensland Rail – End of the Line

Bronze 2023
VMLY&R
Queensland Rail
Rail Safety

In Queensland over the last 5 years, 14,000 people have trespassed on train tracks, leading to almost 2,500 near hits, 84 injuries and 51 deaths. Many of which involved school kids putting their lives at risk by ignoring the rules and taking short cuts – because they felt it would never happen to them.
Queensland Rail needed a way to get through to these kids and show them the dangers of their actions — without it being ignored.

So, we created “Tales from the track: End of the line” — a noir comic-book style film based on real-life behaviour, co-created with high school students to ensure the character, narrative and language resonated with and engaged the audience. Between the gritty visuals, the intense music & sound effects and the emotive voiceover from a real high schooler, the resulting film was incredibly powerful and goosebump-inducing.

Advertising agencyVMLY&R Brisbane
Creative directorBenjamin Davis, Executive Creative Director
CopywriterDane Alexander, Copywriter
Art directorJon Vargas, Art Director
Agency producerKatie-May Hollett, Broadcast Producer
Account serviceFiona Caird, General Manager
Production company3P Studio
ProducerJessica Weatherley
Post production house3P Studio
AnimatorBenjamin Drake, Illustrator & Animator and Ponsi Alfonso, Illustrator
Sound designerHeath Plumb, Sound designer
Other Contributors

VMLY&R:
Guido Pecego, Head of Art
Natasha Kent, Account Director