Description: Half crosses are placed at railway crossings across New Zealand where most near miss incidents have happened, each with a QR code of an authentic near miss video and personal story of how it affected the train driver. The representation of a half cross shows just how close every miss was to a tragedy.
The safety campaign was launched to encourage kiwis to practice caution while crossing tracks and to keep eyes and ears on indicators like flashing lights, warning bells, barrier arms, gates and signages. The real-life near miss flick acts as a clear visible reminder.
Caption: Cross with care
Advertising Agency: DDB, New Zealand
Planner: Annika Fyfe
Executive Creative Director: Gary Steele
Chief Creative Officer: Damon Stapleton
Creative Director: Brett Colliver, Mike Felix
Retoucher: Carl Baker
Account Service: James Blair, Rebecca Farlow, Anna Hall
Production: Judy Thompson, Amanda Summersby, Dan Cummings, Milon WIlliams, Mark Tretheway
Media Agency: OMD
Senior Creatives: Adam Barnes, James O’Sullivan
Print Production: Julz Lane
Photographer: Mat Baker
Digital Production: Johannes Gertz, Jason Vertongen, Danillo Castilho, James Li