KiwiRail: The Conscious Crossing, 2

Credits & Description:

Nomination: Outdoor
Category: Ambient: Special Build
Award: Bronze Lion
Title: The Conscious Crossing
Agency: Clemenger Bbdo | Touchcast
Brand: Kiwirail
Country: New Zealand
Entrant Company: Clemenger Bbdo | Touchcast, Wellington
Advertising Agency: Clemenger Bbdo | Touchcast, Wellington
Media Agency: Clemenger Bbdo | Touchcast, Wellington
Pr Agency: Clemenger Bbdo | Touchcast, Wellington
Production Company: Clemenger Bbdo | Touchcast, Wellington
Executive Creative Director: Brigid Alkema (Clemenger Bbdo Touchcast)
Creative Director: Emily Beautrais (Clemenger Bbdo Touchcast)
Copywriter: Jp Twaalfhoven (Clemenger Bbdo Touchcast)
Art Director: Steve Hansen (Clemenger Bbdo Touchcast)
Executive Producer: Christina Hazard (Clemenger Bbdo Touchcast)
Account Director: Claudia Zwimpfer (Clemenger Bbdo Touchcast)
Agency Producer: Carly Neemia (Clemenger Bbdo Touchcast)
Agency Producer: Carne Godfrey (Clemenger Bbdo Touchcast)
Account Manager: Fern Holloway (Clemenger Bbdo Touchcast)
Dop/Editor: Dan Monaghan (Clemenger Bbdo Touchcast)
Camera Op: Ollie Stent (Clemenger Bbdo Touchcast)
Sound Design: Paul Stent (Clemenger Bbdo Touchcast)
Designer: Steve Boggs (Clemenger Bbdo Touchcast)
Foundation Manager: Megan Drayton (Tracksafe Nz)
Rail Safety Week Co-ordinator: Kirsten Kilmister (Kiwirail)
Head Of Marketing: Ah-leen Rayner (Kiwirail)
Entry Summary:
New Zealand has 122 pedestrian railway level crossings with little or no warning infrastructure. Traditional warning systems typically cost in the hundreds of thousands of dollars to produce and install, so are often too expensive to install at these less frequented crossings. Meaning it’s left up to pedestrians to check for potential dangers. And meaning these crossings pose a risk to the thousands of pedestrians who use them every day.
Synopsis:
Research shows the more familiar people are with an environment, the less attention they give it – which is especially dangerous at railway level crossings where expensive warning signals can’t be installed.We developed an interactive, cost-effective new way to engage pedestrians’ brains, right at the moment of risk. The Conscious Crossing is an outdoor installation consisting of a series of moveable gates. Installed right next to railway level crossings, it keeps the crossing environment ever-changing, continually altering the environment to make the familiar, unfamiliar. Shaking pedestrians out of their complacency and switching their minds from autopilot to alert for potential dangers.Designed with human nature in mind, anyone can easily alter the gates into any layout, at any time – empowering people to take an active role in helping to keep fellow pedestrians safe. As the layout is continually changed, an ongoing cycle of safety between pedestrians is created.