McCann Melbourne tackles love and religion in new campaign for Melbourne’s Metro trains

Melbourne’s train operator Metro has launched a campaign to highlight improved services across the Melbourne metropolitan train network in a campaign created by McCann Melbourne.

The campaign depicts men of the cloth and a train-load of brides taking the smart option and catching a Metro train, rather than trying to drive around Melbourne’s increasingly busy weekend roads.

Says Chloe Alsop, marketing manger Metro Trains: “Our customers have been asking for more services and we’re excited to be able to deliver a better metro across the network. With trains every 10 minutes on key lines over the weekend, our customers can experience an unprecedented level of service in Melbourne.”

Says John Mescall McCann executive creative director: “Train carriages full of brides and priests. At first glance, it may seem like we’re exaggerating for effect. But anyone who’s tried to drive across Melbourne lately wouldn’t be at all surprised if this kind of thing becomes commonplace.”

The campaign is running in outdoor and press for the next month.

Executive Creative Director: John Mescall

Marketing Coordinator: Philippa Jamieson