BACKGROUND
Transperth is the public transport network in Perth, Western Australia. They wanted to educate the public on using their services efficiently and safely.
BRIEF
Encourage commuters to follow Transperth's 'Transport Tips'.
INSIGHT
People don't like being told what to do. Especially when you're offering up tips on how to use public transport better. It all feels a bit patronising, and people tend to think they're not the problem.
However, people do like to be entertained. And they do like baby animals. Especially on social media.
IDEA
We enlisted the help of these little critters to demonstrate better ways to use Transperth services. The aim was to tap into the internet’s love of all things cute and fluffy, and draw attention to the tips in the process.
And, lets be honest, if these adorable baby animals can do it, the people of Perth have no excuse.
CREATIVE TEAM
Melissa Hawkett, Hayley Kaptein, Amy Doherty & Joe Hawkins