The Yarra Trams Beware the Rhino campaign has beat 11 finalists to be named 2011/2012 Avant Card Postcard of the Year.
Now in its fifth year, the awards are recognised as an industry benchmark for promoting and rewarding outstanding creative in advertising.
This year the competition was widened to allow postcards that included non-traditional postcard backs. Avant Card has produced more than 24 million postcards in the past 12 months - the most in its 20 year history.
Executive creative director at Mercer Bell, David Bell, said the last year has seen another stellar line up of campaigns all worthy of being awarded.
“Beware the Rhino makes statement about the dangers of pedestrian accidents in a fresh and engaging way,” he said. "The comparison between a tram and the rhinos is unique, poignant and almost shocking. The message of tram safety is communicated and underlined creatively and effectively.”