Advertising agency 303Lowe and Transperth have unveiled a new outdoor portraiture series, which aims to change the way we look at those around us.
By showcasing the diversity of Perth’s public transport passengers and sharing their stories, the ‘Show Your Good Side’ campaign hopes to encourage empathy and respect amongst all commuters.
Richard Berney, creative director, 303Lowe says the campaign has been an epic journey in realising their client’s long-held vision. “The portraiture series is an exploration of the people of Perth and their individual journeys – presented by a brand that is of, and for the people – Transperth.”
“The portraits and their accompanied interviews aim to disrupt people’s prejudices of their fellow passengers. When we learn about each other, and even recognise something in ourselves, we are more likely to be considerate,” said Berney.
Taken by Australian photographer Steven Laxton, the portraiture series features the everyday people of Perth in a new, noble and honest light. The storytelling component of the portraitures encourages passengers to get to know one another and take a moment to appreciate the diverse and interesting personal stories we all carry.
Transperth’s information and event services manager Charlotte Hayes said that the process has been truly special. “Encouraging our passengers to adopt positive behaviours is one of our key priorities. Our customers’ experience is heavily influenced by the behaviour of the people around them. By encouraging our passengers to get to know each other, to take a little interest and acceptance of each other, we hope will translate for a more enjoyable journey for all.”
The series was launched with large format outdoor in the Perth Underground Station and will roll out throughout the public transport network.
Agency: 303Lowe Perth
Executive Creative Director: Lindsay Medalia
Creative Director: Richard Berney
Designer: Melissa Radman
Business Director: Emily Woods
Photographer: Steven Laxton