| Title | Safety is Going Slow in Construction Sites |
| Brief | Transit safety in Ontario has always been something to take seriously. This meant the approach for safety signage had to be clear, direct, and authoritative. But what happens when that's no longer something people listen to or notice? You take a new approach: signage that talks to you, not at you; that stands out instead of blending in, and makes you smile instead of cringe.Our primary goal when designing the illustration and art direction for this campaign was to convey safety messaging effectively and memorably to transit riders. We chose 3D illustrations intentionally as they have the ability to create visually striking artwork that can grab attention, even in the busy atmosphere of transit stations. This dynamic approach was ideal for conveying safety messages clearly and effectively, making it more than just wallpaper.Safety is a significant issue, so we created a set of characters from all walks of life that felt larger-than-life. We wanted to ensure that as much of our ridership felt seen and included as possible.Humour and whimsy were key elements that we infused into the illustrations. By adding playful elements, we aimed to create an engaging experience that informs and entertains commuters, making safety messaging more relatable and memorable for all. |
| Agency |
Leo Burnett Toronto
|
| Campaign |
Safety is Simple
|
| Advertiser |
Metrolinx
|
| Brand |
Metrolinx
|
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| Date of First Broadcast/Publication |
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| Business Sector | Subscribers Only |
| Story | Subscribers Only |
| Media Type |
Print
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| President |
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| Chief Creative Officer |
S...e P....co Subscribers Only
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| Chief Creative Officer |
L..a Gr.....rg Subscribers Only
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| Managing Director |
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| Account Management |
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| Chief Strategy Officer |
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| Group Creative Director |
N..h Fe....an Subscribers Only
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| Art Director |
F....in C..z Subscribers Only
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| Art Director |
R...n So.....ay Subscribers Only
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| Art Director |
A...ia Ou.....orn Subscribers Only
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| Group Strategy Director |
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| Producer |
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| Producer |
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| Group Account Director |
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| Group Account Director |
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| Executive Producer |
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| Design Director |
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