Clemenger BBDO Melbourne launches groundbreaking TAC project ‘Graham’: the only person designed to survive on our roads

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GRAHAM-1.jpgThe Transport Accident Commission, via agency Clemenger BBDO, Melbourne, has launched its latest 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, has been 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-2.jpgSays TAC chief executive officer, Joe Calafiore: “Cars have evolved a lot faster than humans and ‘Graham’ helps us understand why we need to improve every aspect of our roads system to protect ourselves from our own mistakes.”

Says Clemenger BBDO Melbourne creative director Stephen de Wolf: “Humans will never catch up to our advancements in transport, so ‘Graham’ is a way for people to think about their own vulnerability and the road toll in a totally different way – a way free of scare tactics and guilt.”

Artist Patricia Piccinini got involved in the project when she realised her work could make a real difference to the community: “‘Graham’ is not the solution, he is a catalyist for conversation about our vulnerability. He can plant that seed in our minds about how vulnerable we are on the roads,” says Piccinini.

GRAHAM-3.jpg‘Graham’ also incorporates Australia’s debut of Google Tango, the latest in immersive augmented reality technology. Visitors will be 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.

Google Creative Agency lead, Ross Jauncey says ‘Graham’ is a stunning example of how Australian creatives are using augmented reality technology: “The TAC is the first to use Tango in Australia and it’s great to see how the technology can be used to build unique and innovative campaigns.”

‘Graham’ can be visited at the State Library of Victoria until August 8, before going on a roadshow of regional centres. People can also interact with Graham online at meetgraham.com.au

Client: Transport Accident Commission (TAC)

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         

Client/s

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