Introducing Perth drivers to a big parking change
City of Perth Parking
Happy Retirement
Perth City was set for a comprehensive parking overhaul, introducing modernised machines and new ways to pay. The rollout of the machines needed to be staged to ensure the public was well-informed and prepared for the change.
Project partners:
The Problem
Change is hard, but we work harder.
“The City of Perth is updating its parking meters” might just be the most boring sentence you’ll ever hear. In addition to being a little unexciting, we knew that some people might struggle with the change, so reducing negative sentiment was crucial.
Our goal was to create something likeable, so that the moment someone turned off their ignition, they’d be thinking about these ads. In short, we needed to have a little fun.
The Solution
Sending our retired parking meters to see the world.
We decided to send the much-loved (and much-derided) classic Perth parking machines off with a happy retirement, bringing a jovial tone to take the edge off the change.
The celebration of the new machines was staged with a rolling ‘retirement’ of ageing machines, with each location bringing a new way to engage with the City of Perth brand and bring some much-needed humour to Perth’s drivers.
Our retirement images were created in collaboration with photographer and retoucher Luke Carter-Wilton, who seamlessly added a parking meter into various exotic scenes.
