TRANSPORT FOR NSW - KEEP IT COOL
With this one, I tried to tackle the prop “Fare evasion isn’t worth the risk”...
But I quickly ran into trouble.
According to current research, a regular fare evader saves 85% on public transport costs, even if they get caught.
However, our minds don’t focus on numbers, we focus on experiences.
So, I propose a TV campaign that highlights the stress and worry of fare evasion––because the emotional toll of getting caught is far scarier than the imagined toll of losing $200.
TVC Ad 1 - Meet-Cute
TVC Ad 2 - Proud Mum
Copywriter: Anton Johansen
Art Director: Anton Johansen