
Creative Director / Designer
The Conscious Crossing—
KiwiRail
The safety system that beats complacency by constantly changing—
Over-familiarity leads to complacency. And at railway level crossings, complacency can lead to death. Many of New Zealand’s pedestrian rail crossings have no warning infrastructure beyond passive signage. Which over time loses its impact for regular users.
To prevent more deaths and injuries, KiwiRail needed an innovative, cost-effective way to switch pedestrians’ minds back on, in the crucial moments before they crossed the tracks.
The Conscious Crossing interrupts pedestrian complacency by keeping the familiar, unfamiliar. The movable set of warning gates can be infinitely reconfigured, constantly changing the environment and forcing people consciously into the moment. Designed with human nature in mind, anyone can change the gates into any layout, any time – actively helping to keep other pedestrians safe.
Easily installed and cost-effectively produced, The Conscious Crossing has the wide-reaching potential to provide a simple, long-term solution to keep pedestrians safer at rail crossings around the world.
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The Good Report:
Top 40 Campaigns for Good of 2018WARC 100:
Ranked #76 Campaign in the World, 2017Cannes:
1x Silver Lion
3x Bronze LionsD&AD:
3x Wood PencilsSpikes Asia:
2x GoldAxis:
Grand Axis
1x Grand Prix— Outdoor
1x Grand Prix— User Experience Design
8x GoldBest Awards:
2x Gold Pins
1x Bronze PinAdStars:
1x Gold
1x BronzeNew York Festivals:
1x Second Prize
3x Third PrizeAWARD:
5x Silver Pencils
1x Bronze PencilThe One Show:
1x Bronze
2x MeritAdFest:
2x Silver LotusClio Awards:
2x Silver
1x BronzeCaples:
1x BronzeLIA:
1x BronzeThe Work:
4x AcceptancesDirectory Magazine:
Featured ProjectBestAds:
Pick of the Week— Outdoor