Metlink, fare evasion karma.

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Metlink almost funny, almost good, almost photoshopped well print ads. By the way by almost I do mean not too well done. I can not deny the campaign is not too bad but there are so many terrible things about the execution. the look and feel that just makes my face wrinkle prematurely.

The dated and over photoshopped burned look the cliché ideas… I think the best part here are the photographs that were shot before the post production treatment. Its not bad but perhaps we here at StillAd have been spoiled buy much higher standard of creativity out there.

Metlink’s fare evasion karma campaign quirky and humorous advertisements for newspapers, on radio, online and around the public transport network. They show how bad luck can strike fare evaders in return for their actions.

They are reminders for fare evaders to buy the correct Metcard and validate it when they travel on Melbourne’s trains, trams and buses.

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Also here is another Metlink print ad not really related to karma campaign but with quite a similar look and feel.

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About Metlink

Metlink is a partnership of Melbourne’s train, tram and bus operators, Metlink provides customers with information about all Metlink Melbourn public transport services, fares and ticketing.

Metlink assists using public transport in Melbourne thanks to the Metlink website and journey planner, customer call centre, timetables and user-friendly pocket guides.

Metlink’s services are provided on behalf of: The metropolitan public transport operators: Connex, Yarra Trams and bus operators. The Victorian State Government under the Department of Transport and within the Public Transport Division. Regional transport operators: bus operators and V/Line Passenger.

Advertising Agency: Marmalade, Australia
Creative Director: Neil Mallet
Art Director: Tim Forte
Copywriter: Dan Forrestal
Illustrator: Eddie Chau
Photographer: Chris von Menge