Auckland Transport and Thompson Spencer have brought New Zealand Fashion Week’s 25th anniversary theme, ‘Auckland in Style. Tāmaki Makaurau in Motion’ to Auckland’s newest train stations.
The campaign followed models that transformed from everyday commuters into runway-ready icons as they move through Te Waihorotiu Station, through Waitematā Station and on to Shed 10 (home of New Zealand Fashion Week) in a series of short films for YouTube, Meta and TikTok.
The spot positioned public transport as a convenient and stylish way to move around the city, building on the broader CRL campaign’s idea that the new network gives Aucklanders a gift of time through faster, easier and more connected journeys.
“This campaign actually began with a conversation Anna Lawrence from Auckland Transport and I had a couple of years ago – one of those ‘wouldn’t it be amazing if…’ moments. To see that idea become reality, just as both New Zealand Fashion Week and the City Rail Link enter exciting new chapters, is incredibly special,” Thompson Spencer Group CEO Melanie Spencer.
“The train is for everyone, whether you’re heading to work, meeting friends, or stepping out in your best for one of the city’s biggest events. We wanted to show Auckland in style, and Auckland as a city in style.”
Launched across Auckland Transport’s social channels, the campaign has a focus on changing the perceptions surrounding public transport.
“The City Rail Link will transform how people move around the city. Partnering with New Zealand Fashion Week lets us celebrate one of Auckland’s most exciting events while giving Aucklanders an early look inside the CRL and the stunning new Te Waihorotiu Station. Most importantly, this campaign shows what’s possible when the city becomes more connected,” said Auckland Transport GM marketing and media partnerships Anna Lawrence.
Bringing the collaboration to life are New Zealand models Hannah Watene, Han Hoheisel, Banke Moss, Paige Downard, Monique Haywood and David Miller, wearing Aotearoa designers and brands, including Liz Mitchell, Zambesi, Porter James, Taylor Boutique, Juliette Hogan, Kevin Thorne, Paris Georgia, Harris Tapper, Oosterom and Deadly Ponies.
“Fashion Week is ultimately about creativity, self-expression and bringing people together. The City Rail Link will make it easier for more people to experience that. Seeing our designers and models transform these incredible new stations into a runway felt like a natural way to celebrate both Auckland’s creative spirit and the future of how we move around it,” said New Zealand Fashion Week Kahuria creative director Dan Ahwa.
Credits:
Auckland Transport
GM Marketing & Media Partnerships: Anna Lawrence
Senior Marketing Specialist: Debbie Chin
Thompson Spencer
CEO: Melanie Spencer
Creative Director & Director: Harvey Hayes
Group Account Director: Dom Henshall
Executive Producer: Carlene Managh
Producer: Janell Ng
Production Assistant: Sophia Pauling
DOP: Shayne Archer
Senior Performance Specialist: Nick Brown
New Zealand Fashion Week Kahuria
Creative Director: Dan Ahwa
Executive Director: Liam Taylor
Executive Producer: Rebecca Lawson
