Invisible hazards: Auckland Transport launches new road safety campaign via Motion Sickness

Auckland Transport has launched its latest campaign ‘Invisible Hazards’ via Motion Sickness. The campaign aims to reduce harm on the roads by emphasising the importance of paying attention while driving, with a focus on intersections, traffic lights and cyclist awareness.

Says Penny Batten, Head of Marketing, Auckland Transport: “Auckland Transport recognises there is too much harm happening on the roads across Auckland as a result of mistakes people don’t mean to make. Most people driving are trying to do the right thing and this campaign is a clever way of highlighting the micro moment where you can miss a hazard when not paying full attention.”

The campaign sheds light on inattentional blindness — a phenomenon that causes people to miss things happening right in front of them due to a lack of focus. Even seemingly harmless diversions, like thinking about what’s for dinner, can make you oblivious to the obvious. Studies show that drivers who experience inattentional blindness only see and perceive 50% of the dangers on the road with them.

Developed in collaboration with artists and body painters, everyday road hazards were camouflaged into their surroundings, to provide a realistic view of what happens when you lose focus while driving. All images were painted by hand and shot in camera, providing an authentic depiction of distraction.

Unlike traditional road safety ads that highlight hazards, Auckland Transport hid them in plain sight. The campaign features a suite of OOH, radio, and digital placements across Tāmaki Makaurau.

Hidden within this radio spot are three hazards, disguised by an articulation of everyday thoughts people have while driving.

This campaign marks the first piece of work Motion Sickness has done with Auckland Transport since being appointed to the Auckland Council panel last year.

Client: Auckland Transport
Head of Marketing: Penny Batten
Marketing Campaign Manager: Blake Walker

Agency: Motion Sickness
Executive Creative Director: Sam Stuchbury
Creative: Kelly France
Creative: Andrew Hathaway
Senior Designer: Hamish Steptoe
Designer: Nick Jamieson
Producer: Joseph McAlpine
Account Manager: Priya Marshall
Head of Strategy: Hilary Ngan Kee
Strategist: Chelsea Knowles

Photographer: Simeon Patience
Art Director: Dion Boothby
Illusion Artist: Marc Spijkerbosch
Artist: Tracey Lee Cassin
Body Painter: Yolanda Bartram
Retoucher: Cameron Jones