Auckland Transport leads Tāmaki Makaurau’s electric travel future in new work via FEDERATION

Auckland Transport is on a mission. An electric mission, to be exact, with the launch of a new creative platform developed by FEDERATION, celebrating the benefits of a cleaner and greener future for Tāmaki Makaurau.

The platform kicks off by marking the introduction of x35 new electric buses to the company’s fleet and the full electrification of key bus routes Tāmaki Link, 774, 775 and 762 in Auckland’s Eastern Bays area.

The new creative work sees localised messaging feature on bus backs, bus shelters, street posters, social media, press and local café coffee cups to establish ‘Mission Electric’; a rallying idea to build awareness of Auckland Transport’s emissions reduction plan and achievements, while delivering on its commitment to building an efficient and sustainable transport network.

Says Anna Lawrence, GM brand, customer engagement and sustainable transport education at Auckland Transport: “We really want to inspire Aucklanders with the developments we’re making to their public transport system and the climate. ‘Mission Electric’ is designed to clearly and confidently tell this story in an exciting way.

“There’s a clear plan at play. Low-emission electric and hydrogen vehicles will reduce our overall footprint, further allowing Aucklanders to make sustainable travel choices as they move around their region, and help us achieve our transport emission targets.’’

A standout execution of the launch creative is a ‘transparent’ bus wrap, giving Aucklanders a peek under the hood of the vehicle and the tech that powers it. FEDERATION teamed up with Auckland animation company Toybox to create the striking illusion, matching artwork to photography of the real mechanics and components supplied by the electric bus manufacturer.

Says Olly Walker-Boden, managing partner, FEDERATION: “The positive vibe of the work, the headlines written for residents of the area, and a light and bright visual identity – all strongly echo the emission reduction ambitions that have been set. Auckland Transport is well and truly on a mission in this space and we’re proud to have created a platform to match these fantastic developments.’’

Over summer, the ‘Mission Electric’ platform will roll out across a number of Auckland Transport’s existing electric initiatives such as CityLink, Waiheke and Airport Link bus services. It will also stretch forward to include numerous future projects in development such as Auckland’s first fully-electric ferry [2023], Hybrid ferries [2024] and the electrification of all Auckland trains [2024]. By 2040 Auckland Transport’s entire bus fleet will be electric and /or hydrogen powered.

Agency: FEDERATION
Production (bus artwork): Toybox
Client: Auckland Transport