New TAC campaign via Clemenger Melbourne asks Victorians to rethink their travel speeds
The Transport Accident Commission has launched a provocative new campaign via Clemenger BBDO, Melbourne, urging Victorians to rethink the speeds they drive at.
The Rethink Speed campaign features a television advertisement reminding Victorians that speed doesn’t always cause crashes but it always determines the level of injuries sustained.
It depicts seven different outcomes in an incident between a young boy on a bike and a car approaching at seven different speeds.
At the car’s slowest speed, a collision is avoided altogether but other scenarios depict more serious outcomes as the speed increases, culminating in a scene where the car is wrapped around a pole and the bike flies through the air.
TAC chief executive officer Joe Calafiore said Rethink Speed was the latest instalment in a series of new TAC road safety messages developed as part of Victoria’s Towards Zero approach to reducing road trauma.
Says Calafiore: “This campaign has a message for all of us – that we need to be mindful of our surroundings and the conditions when choosing our travel speeds.
“As drivers and riders we can’t control everything on our roads and we can’t stop the unexpected but we can control the speeds we travel at.”
Rather than focussing on illegal speeding behaviour, ‘Rethink Speed’ encourages Victorians to choose to travel speeds that are safe, legal and appropriate for the conditions.
Says Calafiore: “Speed limits don’t determine the speed we should be travelling at. They set the maximum speed we are allowed to travel at and in reality it won’t be safe at all times and in all conditions.
“We know that in any crash involving a car or motorbike, speed determines the level of injury. Increase your speed and increase the likelihood of severe injury or death in the event of a crash.”
The campaign will appear on television screens, roadside billboards, websites, radio and social media from today.
Says Calafiore: “We want everyone to rethink the speeds they travel at and choose a speed that is not only legal, but is safe for the conditions.
“The speed you are travelling can be the difference between a fright and a fatality.”
Client: TAC
Samantha Buckis – Acting Manager, Road Safety
Paula Vigorelli – Manager, Marketing
Agency: Clemenger BBDO, Melbourne
Agency Producer – Print: Nicholas Short
Agency – Executive Producer – TV: Sonia von Bibra
Senior Agency Producer TV: Lisa Moro
Agency Producer Digital: Maryne Muroni
Art Director: James Orr
Copywriter: Elle Bullen
Creative Chairman: James McGrath
Executive Creative Director: Ant Keogh
Creative Directors: Stephen de Wolf & Evan Roberts
Senior Planner: Matt Pearce
Paul McMillan – Managing Director
Naomi Gorringe – Group Account Director
Kate Joiner – Project Director
Nicole Bishop – Account Executive
Production Company: Finch
Director: Christopher Riggert
Producer: Kate Merrin
Managing Director/EP: Corey Esse
Production Designer: Lucinda Thomson
DOP/Cinematographer: Lachlan Milne
Editor: Johanna Scott – The Butchery
Sound Design Arranger: Paul Davies – PD Sound Design
Music Track & Artist: Byron Scullin – Level Two Music
Music Production Company – Level Two Music
Post Production Company – Offline – The Butchery
VFX: Blackbird
23 Comments
Eerily beautiful. Well done.
Powerful. Grey-like. Well done.
Who directed this?
maybe Vic Roads need to stop handing out licenses to people who shouldn’t have them, re test every victorian over the age of 72 every 3 years, fix the roads so the surfaces are level and not holes everywhere and not have so maybe varying speed limits in a small space…….that would be a very good start.
And sync the lights on major roads…….really just common sense stuff.
love it. brilliant idea well executed
Wonderful…
Very nice. Wish we had these ads in NSW.
Wow, this mannequin challenge is really catching on.
But in all seriousness, great spot.
Thats good. Credits please 🙂
One of the best pieces of work in a while and no credits? Love to know who was involved….
Who directed this? said:
November 21, 2016 3:38 PM
A: Christopher Riggert @ FINCH
this is beautifully executed…..and finished
Someone just watched Deadpool. Nicely executed.
Phillips Carousel Heist is still the king. This is bloody marvellous though.
but i just watched a bit of art without feeling any fear of dying on our roads. Just a couple of cars beautifully art directed up some lamp-posts. Where’s the bloody bodies.
Great ad. Lovely sound design.
Blackbird are killing it! Top notch work Ponze and the gang.
Ponz perfect.
Someone should teach that driver to use an empty turning circle though and this whole mess wouldn’t have happened in the first place.
You didn’t notice the small boy come closer and close to the lamppost? I found myself enthralled as he did so, leaving me in the perfect emotional state to take in the message. I reckon if his head popped on that post I would have turned away and missed the whole bloody point of the ad.
Genuinely one of the more beautifully shot ads I have seen in AU. Kudos to all involved!
Beautifully executed, but could really have down with a VO to explain the difference that a few kms can make. Not sure this will make a difference to the road toll, but it’s a beautiful piece of art.
Blackbird are killing it! Top notch work Ponze and the gang.
It’s clever, but I fear that it won’t make a difference in the way that the TAC’s earlier and simpler work did. You need to spell it out, especially for those who think that their speeding doesn’t apply to situations like these because they’re ‘better drivers’.