Thompson Spencer turns Auckland’s new rail link into a runway

Thompson Spencer has turned Auckland’s new City Rail Link into a fashion runway for Auckland Transport, tying the infrastructure project to New Zealand Fashion Week Kahuria.

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The campaign lands as New Zealand Fashion Week marks its 25th anniversary and the City Rail Link enters a new chapter. It brings the event’s theme, ‘Auckland in Style. Tāmaki Makaurau in Motion’, into Auckland’s newest train stations.

Commuters become runway models

A series of short films follows models changing from everyday commuters into runway-ready looks. The journey moves through Te Waihorotiu Station, aboard a train, through Waitematā Station and on to Shed 10, the home of New Zealand Fashion Week.

The work is running across YouTube, Meta and TikTok. It aims to position public transport as a convenient part of city life while showcasing the architecture of the new Te Waihorotiu Station.

Melanie Spencer, Thompson Spencer Group CEO, said the idea emerged from a conversation with Auckland Transport several years ago.

“This campaign actually began with a conversation Anna Lawrence from Auckland Transport and I had a couple of years ago - one of those ‘wouldn't it be amazing if...’ moments. To see that idea become reality, just as both New Zealand Fashion Week and the City Rail Link enter exciting new chapters, is incredibly special.”

Spencer said the campaign was designed to show the rail network as more than a way of getting around Auckland.

“The City Rail Link is about so much more than getting from A to B - it's about connecting people to the best of Auckland. The train is for everyone, whether you're heading to work, meeting friends, or stepping out in your best for one of the city's biggest events. We wanted to show Auckland in style, and Auckland as a city in style.”

Auckland Transport targets perceptions

The campaign will run across Auckland Transport’s social channels, with a focus on changing perceptions of public transport. It also positions the City Rail Link as a connector to Auckland’s events and entertainment.

Anna Lawrence, GM Marketing & Media Partnerships at Auckland Transport, said the Fashion Week partnership gives Aucklanders an early look at the new rail infrastructure.

“The City Rail Link will transform how people move around the city. Partnering with New Zealand Fashion Week lets us celebrate one of Auckland's most exciting events while giving Aucklanders an early look inside the CRL and the stunning new Te Waihorotiu Station. Most importantly, this campaign shows what's possible when the city becomes more connected.”

New Zealand fashion takes to the tracks

The campaign features models Hannah Watene, Han Hoheisel, Banke Moss, Paige Downard, Monique Haywood and David Miller. They wear pieces from New Zealand designers and brands including Liz Mitchell, Zambesi, Porter James, Taylor Boutique, Juliette Hogan, Kevin Thorne, Paris Georgia, Harris Tapper, Oosterom and Deadly Ponies.

Dan Ahwa, Creative Director of New Zealand Fashion Week Kahuria, said the collaboration connected fashion with Auckland’s changing city landscape.

“Fashion Week is ultimately about creativity, self-expression and bringing people together. The City Rail Link will make it easier for more people to experience that. Seeing our designers and models transform these incredible new stations into a runway felt like a natural way to celebrate both Auckland's creative spirit and the future of how we move around it.”

Credits

Auckland Transport
GM Marketing & Media Partnerships: Anna Lawrence
Senior Marketing Specialist: Debbie Chin

Thompson Spencer
CEO: Melanie Spencer
Creative Director & Director: Harvey Hayes
Group Account Director: Dom Henshall
Executive Producer: Carlene Managh
Producer: Janell Ng
Production Assistant: Sophia Pauling
DOP: Shayne Archer
Senior Performance Specialist: Nick Brown

New Zealand Fashion Week Kahuria
Creative Director: Dan Ahwa
Executive Director: Liam Taylor
Executive Producer: Rebecca Lawson