Hip-hop artists Church & AP release ‘WX1’ track for Auckland Transport campaign via FEDERATION

New Zealand indie creative agency Federation has tapped into popular culture to launch Auckland’s new WX1 bus route, releasing an original hip-hop track and music video celebrating the route and the communities it connects – already winning New Zealand’s AXIS Innovative Use of Audio and Radio Award.

Developed in partnership with Auckland Transport – the public transport authority for New Zealand’s largest city serving a population of nearly 2 million and delivering over 90 million passenger journeys annually, the campaign signals a major shift in how transport networks can engage with audiences.

Released organically via Spotify and radio, the track ‘WX1’ is performed by Kiwi rappers Elijah Manu (Church) and Albert Purcell (AP), and marks the launch of Auckland Transport’s fully electric WX1 bus service. The campaign platform also launches a music video using AI-assisted production to capture iconic places and moments along the route through the artists’ perspective.

Moving beyond traditional public transport messaging, Federation developed a strategy centred on cultural identity and a localised music scene. The campaign positions the WX1 not simply as infrastructure, but as a cultural connection point for the community it serves.

“Rather than focusing on electric bus features or timetables, we wanted an idea that celebrates contemporary West Auckland culture and the role the WX1 plays in everyday life,” says Brad Collett, Chief Creative Officer at Federation.

“We saw an opportunity for Westsiders to claim WX1 as uniquely theirs, deliberately moving away from clichés and stereotypes. Partnering with local hip-hop artists Church & AP helped give Auckland Transport and the WX1 a lasting place in the hearts of our city’s fastest-growing urban community.”

Church & AP – who are Westsiders themselves, drew on their own personal connection to the area while writing the track.

“Because we know this place really well, it felt natural for us to create the track,” says Elijah Manu (Church). “We wanted something a bit whimsical. The wordplay was fun – we ended up referencing every stop along the WX1 route. It all came together into a track we’re really proud of.”

For Auckland Transport, the objective was to connect with the community in a way that felt authentic and culturally relevant.

“With WX1, we wanted to create a campaign that gave the community something they’d love, that they could share and talk about amongst themselves,” says Anna Lawrence, General Manager Marketing at Auckland Transport.

“The WX1 is a loved part of everyday life for many West Aucklanders. Using music and local artists felt like a natural way to celebrate that. It’s one of the region’s most recognisable connections into the city, so we wanted the campaign to spark pride, fun and shared experience, rather than rely on traditional transport messaging.”

Federation Managing Director Olly Walker-Boden says the project reflects the growing role of cultural storytelling in public sector and infrastructure marketing: “This was one of those rare briefs that punches well above its weight.

“We’re sharing the strategy and results with leading transport networks internationally – Australia, the UK and US, as a way of building emotional connections with audiences through creativity and culture. WX1 shows how a transport route can become part of local identity.”

The campaign rollout includes a 60-second hero film across TikTok, Instagram and YouTube, supported by lo-fi teaser content, radio integration, cinema placements and out-of-home executions reframed as social ‘sightings’. An official TikTok sound was also released to encourage participation and user-generated content.

The result feels closer to a locally released track than a traditional advertising campaign, with early indicators showing increased patronage on the route following launch.

Play the full song:

Play the 60 Sec radio version:

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