Australian Campaigns of the Decade: TAC ‘MEET GRAHAM’ (2016) VIA CLEMENGER BBDO MELBOURNE

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In the lead-up to the start of the 20s Campaign Brief nominates the campaigns that contributed to Australia being consistently ranked in the top 5 most awarded countries at global award shows throughout the decade.


In July 2016 the Transport Accident Commission, via agency Clemenger BBDO, Melbourne, launched a major road safety project, highlighting how susceptible the human body is to the forces involved in transport accidents.

‘Graham’, an interactive lifelike sculpture demonstrating human vulnerability, was created by respected Melbourne artist Patricia Piccinini, who was briefed by a leading trauma surgeon and a crash investigation expert on what bodily features that might be present in humans if they had evolved to withstand the forces involved in crashes.

‘Graham’ also incorporated Australia’s debut of Google Tango, the latest in immersive augmented reality technology. Visitors were able to use Tango to look beneath Graham’s skin and better understand how his unique features would work to cushion him from serious injury in a crash.

The public could view ‘Graham’ at the State Library of Victoria until August 8 of that year, before going on a roadshow of regional centres. People could also interact with Graham online at

At the 2017 Cannes Lions ‘Meet Graham’ won 29 Lions including two Grand Prix in Health & Wellness and Cyber, and eight Gold Lions, a major factor contributing to Clemenger BBDO Melbourne being crowned Cannes Agency of the Year. Clemenger BBDO Melbourne was the also the most awarded agency at D&AD, with 13 pencils overall. It won a Black Pencil, D&AD’s highest honor, in the PR category as well as five Yellow Pencils. The campaign went on to win big at all the other major award shows around the world.

Client: Transport Accident Commission
Creative Agency: Clemenger BBDO Melbourne
Creative Chairman: James McGrath
Executive Creative Director: Ant Keogh
Creative Directors: Stephen de Wolf and Evan Roberts
Art Director: George McQueen
Copywriter: Tom McQueen
Agency Producer – Print: Nicholas Short
Agency – Executive Producer – TV: Sonia von Bibra
Agency Producer Digital: Allan Ngo
Senior Planner: Matt Pearce
Lee Simpson: Managing Partner
Naomi Gorringe: Group Account Director
Kate Joiner: Account Director
Experiential Augmented Reality: Airbag Productions
Creative Technologist: Steven Nicholson
Managing Partner: Adrian Bosich
Producer: Nick Venn
3D Team: Patrick Gavin, Adam MacGowan, Dmitrij Leppee, Tim Murphy, Justin Imhoff
AR Team: Leigh Mannes, Rob Caparetto, Paul Stapelberg
DoP: Drew Dunlop, Tom Marley, Sam Coates @ Flare
Editor: Tom Marley, Raphaela Lee @ Finish
Digital Designer: Jess Ramsey
Music Composer/Arranger: Byron Scullin
Music Production Company: Level Two Music
Photographer: Adrian Lander
Post Production Company: Finish Productions
Print Producer: Nicholas Short
Production Company: Flare
Retoucher: Steve Pratt
Full Stack Developer: Sylvain Simao
Activation: Traffik
Senior Business Director: Tim Holman
Business Manager: Jake Ford
Producer: Ben Sewell
PR: Nichola Patterson – Propeller

Sam Cockfield – Senior Manager, Road Safety
Cherie McMahon – Project Manager, Marketing
Samantha Buckis – Acting Manager, Road Safety
Sarah Mundine – Online Communications Manager
Jessica McGlinchey – Sponsorship & Marketing Coordinator
Bruce Honey – Project Manager, Online