Transport for NSW taps Droga5 ANZ for maritime safety push

Transport for NSW has launched a maritime safety campaign created by Droga5 ANZ, using larger-than-life sea stories to encourage people to return safely from NSW waterways.

Called Live to Tell the Tale, the campaign spans film, radio, outdoor, digital and social, with three films directed by Leilani Croucher of Revolver.

The creative builds on a simple premise: every great maritime story needs someone who survives to tell it.

Adventure carries the safety message

The films introduce a salty dog recounting a wrestle with a kraken, a jet ski rider whose ghost ship encounter sends him towards shore at a safe speed, and a First Nations Uncle describing the prized fish he nearly hooked on Country.

The First Nations story was developed with First Nations-led consultancy YarnnUp.

Kezia Quinn, principal director at Droga5 ANZ, said the agency wanted to focus on the enjoyment of being on the water.

“Instead of leveraging fear or employing finger waving messaging, we wanted to lean into the positive. Life on the water is adventure and excitement, and that’s what we want to preserve as much as its safety. Leilani and team did a brilliant job at creating this feeling on camera across three distinct tales.”

Taking the stories beyond film

Outdoor executions pair the storytellers with dramatic reconstructions of their adventures, while radio uses immersive sound design to place listeners in the action.

OMD is the campaign’s media agency. Bespoke executions for First Nations audiences and priority culturally and linguistically diverse communities will follow.

Nicole Watts, executive director, NSW Maritime, Transport for NSW, said the campaign connects the appeal of the waterways with the responsibility of using them safely.

“Part of what people love about being on the water is the freedom, the adventure and the excitement. But to keep enjoying it, we need to respect the dangers, too. Because every great maritime story needs one thing above all else: someone who makes it back to tell the tale.”

Credits

Client: Transport for NSW
Creative agency: Droga5 ANZ, part of Accenture Song
Chief creative officers: Barbara Humphries and Damon Stapleton
Creative directors: Max Rapley, Danny Pattison and Sam Chappell
Senior copywriter: Lewis Clark
Senior art director: Loz Maneschi
First Nations creative consultation: YarnnUp
Production company: Revolver
Director: Leilani Croucher
Director of photography: Jeremy Rouse
Editorial, grade and online: Scott Stirling
Sound: Massive Music
Stills photographer: Emma Elias
Retouching: Cream