Impossible Odds

Impossible Odds is answering to a KiwiRail Brief, how to keep people safe this track safety month? We found that most deadly accidents on the tracks are people trespassing the tracks, and underestimating the trains speed and power. Majority of trespassers are male. We designed the campaign around the insight of ‘male bravado’. Bringing awareness to the fact that the odds are not in your favour when trespassing tracks.