Auckland is officially All Aboard, with Auckland Transport and Thompson Spencer’s city-wide campaign announcing the City Rail Link opening last week.
Spanning all major media channels, including large-format dynamic digital billboards, All Aboard counted down to one of the biggest transport milestones in the city’s history through ten groups of Aucklanders over ten days. The launch creative now brings them together in a vibrant celebration of the people, places and possibilities the new rail network will connect.
The campaign features everyday locals across Auckland; from musicians heading into town to Pukekohe growers out in their fields. Each group was photographed and filmed by Thompson Spencer in the communities and locations the network now spans, bringing the benefits of the infrastructure project to life through the Aucklanders it connects.
Rena Murphy, marketing manager at Auckland Transport, said the campaign reflects the significance of the moment while keeping Aucklanders at its heart.
“The City Rail Link will change the way people move around Tāmaki Makaurau, bringing more of Auckland within easier reach. All Aboard celebrates the people this network has been built for. It was incredibly exciting to count down the final days and invite Aucklanders to experience what a more connected city feels like.”
Thompson Spencer partnered with renowned New Zealand designer Kaan Hiini to create a visual system that represents the communities featured and connects hundreds of assets across the countdown and launch.
Matt Eastwood, creative director at Thompson Spencer, says bringing All Aboard to life was a big team effort.
“We effectively created ten unique campaigns, each designed to live for a day, followed by an eleventh that brought everyone together for the CRL opening. That meant hundreds of assets and a massive effort from our design studio to make every day feel fresh, while still connecting as one campaign. We wanted the work to feel as diverse and full of life as the city, so we went out across the network and captured real people in the places where they live, work and spend time.”
All Aboard is the third City Rail Link campaign created by Thompson Spencer for Auckland Transport, each designed for a distinct juncture in the lead-up to the opening. Skip the Mission. Get to the Moment showed Aucklanders how the new network would give them more time for the things that matter, while an August collaboration with New Zealand Fashion Week Kahuria transformed Auckland’s newest stations and trains into a runway.
With Auckland’s most significant infrastructure project since the Harbour Bridge now open, All Aboard moves the story from anticipation to celebration.
Credits:
Auckland Transport
GM Marketing & Media Partnerships: Anna Lawrence
Creative Director: Chris Swift
Senior Creative: James Garman
Marketing Manager: Rena Murphy
Senior Marketing Specialist: Diana Mendes
Marketing Specialist: Xaviar Rego
Thompson Spencer
Executive Producer: Carlene Managh
Group Account Director: Dominic Henshall
Creative Director: Matt Eastwood
Design Director: Kaan Hinii
Design: Nick McFarlane, Jono Ong
Animation: Sam Harris, Amul Topiwala
Producer: Sarah Kinniburgh
Photographer: Matt Eastwood
DOP, Editor: Shayne Archer
