Clemenger BBDO Adelaide’s low level speeding campaign for MAC recognised internationally
The print component of a new speeding campaign by the Motor Accident Commission (MAC) of South Australia has received praise in international media with the work being featured in numerous publications, including Britain’s The Daily Mail and The Sun.
The campaign, created by Clemenger BBDO Adelaide, sets out to change drivers’ attitudes to low-level speeding by exposing the community problem that sits at the heart of it.
Says Karl Fleet, Clemenger BBDO Adelaide ECD: “In the TV commercial we presented the idea of the entire community coming together and contributing to a crashed car. For the print campaign we wanted to push this message further by constructing a crash using actual people.”
The final image, dubbed a “masterpiece” by news.com.au, was made possible with the help of Adelaide body paint artist Emma Hack, who gained global recognition for her work when she painted singers Gotye and Kimbra for the video of his hit song Somebody 
That I Used to Know. It took a total of 18 hours to create, using 17 men and women – each with up to five layers of paint applied to their bodies.
Says Hack: “Technically, it’s probably the most difficult job I have ever done. It’s quite magical how it’s 
turned out.”
The artwork is used on billboards, buses and newsprint across South Australia.
Agency: Clemenger BBDO Adelaide
Executive Creative Director: Karl Fleet
Art Director: Amy Weston
Agency Producer: Katherine Puttock
Colour Manager: Paul Munzberg
Account Director: Erik de Roos
Production Assistant: Jessica Parker
Client: Motor Accident Commission of South Australia
Richard Blackwell, Marketing Manager – Road Safety
Artist: Emma Hack
Photographer: Jacqui Way
Retoucher: Kevin Hyde
13 Comments
Bloody good. Well done.
No idea what it means, but definitely a nice piece of art.
Brilliant!
Really cool. Nice one Amy.
Say what you like about Karl, but he sure knows how to win awards.
Superb! Love it.
Sometimes a one-off is enough.
Now there’s an ad that you just know won’t save a single life on the roads.
Pretty sweet execution though.
http://www.youtube.com/watch?feature=player_embedded&v=ATzONfFRU0U#!
Haha – rip off!
I completely respect the level of effort and dedication that went into making this. It’s very impressive, and clearly a lot of hard work went into it.
Weighed purely as an ad concept though, it’s pretty dodgy. We all play a part, and the visual is a bunch of people arranged to form a crashed car? Both forced and unemotive.
reminds me of a human motorcycle that I used to know…
Just because a nerd finds something similar therefore the creatives must have seen it? That is the shonkiest deductive logic. Some people spend all day looking for something similar to an ad just so they can shoot it down. How many great pop songs have a G, D and C chords in them and a 4/4 beat? Lordy.