Clemenger BBDO Wellington 6 The Conscious Crossing
Creative DirectorsBrigid Alkema, Emily Beautrais
Design DirectorSteve Boggs
Team MembersJP Twaalfhoven, Steve Hansen
ContributorsChristina Hazard, Claudia Zwimpfer, Carly Neemia, Carne Godfrey, Fern Holloway, Dan Monaghan, Ollie Stent, Paul Stent
The judges were delighted to see an approach to changing behaviour that uses physical layout and not information/signage. With a constantly changing layout, the design responds cleverly to the insight that familiarity creates complacency.