Road Safety Commission WA rolls out full ‘No One Plans a Crash’ campaign via The Brand Agency
On people’s everyday journeys, they plan to pick their children up from school, to be at work on time for a meeting and to meet their friends at the beach. But no one plans for a crash. This new campaign from The Brand Agency targets all Western Australian road users and asks them to think about that very fact. Every time they walk out the door, they must make conscious decisions to make that journey safe.
The Road Safety Commission’s latest evolution of its ‘Make Every Journey Safe’ platform was launched in December by Road Safety Minister, the Hon. Paul Papalia, with a 15m-long metal sculpture at Scarborough Beach depicting a vehicle crashed into the campaign line. This week sees the full roll-out of the remainder of the campaign across TV, BOD, Cinema, Audio, 00H, Digital & Social.
For the TV campaign, rather than just one TVC, there are five 30″ spots for each of the two featured households. The first house belongs to an everyday family; the other, a group of young housemates. Each 30″ spot joins a respective household as they discuss their plans for the day before leaving to embark on their everyday journey using different modes of transport. These realistic scenes are interrupted by an emotional ‘premonition’ from a concerned and grieving family member or loved one, before snapping back to everyday reality.
VIEW THE FAMILY SPEEDING SPOT
VIEW THE FAMILY TEXTING SPOT
VIEW THE FAMILY CONDITIONS SPOT
VIEW THE FAMILY DRINKING SPOT
VIEW THE FAMILY CYCLING SPOT
VIEW THE FRIENDS TIRED SPOT
VIEW THE FRIENDS SCHOOL ZONE SPOT
VIEW THE FRIENDS CHECKING PHONE SPOT
VIEW THE FRIENDS BELOW THE LIMIT SPOT
VIEW THE FRIENDS MOTORBIKE SPOT
The centerpiece of the campaign is a 60″ cinema spot combining one of the family executions with one from the share house, to create a dramatic clash between the two worlds.
Says Dean Hunt, executive creative director at The Brand Agency: “No one plans a crash, but how many of us stop to think about what we need to do to avoid one every time we leave the house? This campaign takes a more emotive approach to Road Safety messaging and has allowed us to go quite deep in terms of performance. While multiple scenarios give a wider appeal to a larger demographic of road users, our targeted media strategy ensures that each spot is talking to the right people at the right time, with a message and behaviour most relevant to them. A big thank you to The Road Safety Commission, our amazing crew and production partners, and everyone at The Brand Agency who worked so hard to get this campaign out there.”
The campaign takes a ‘FaceTime’ approach on Social.
Facetime – Family 15” Social
Facetime – Friends 15” Social
Audio will run at time appropriate slots to connect the message to the audience and their behaviour. Listen to the unplanned crash spots below:
Alice’s unplanned crash
Cam’s unplanned crash
Dev’s’s unplanned crash
Katie’s unplanned crash 1
Katie’s unplanned crash 2
Marty’s unplanned crash
With 175 people dying on our roads last year, many of whom died in preventable crashes, Road Safety Commissioner Adrian Warner is asking all Western Australians to have a conversation about what they can do to improve our road safety culture. He commented: “This campaign has the power to grab people’s attention and get this important conversation started. I want people to shift the focus away from what others can do, and start thinking about what they can do.”
Says Evan Murie, business director at The Brand Agency: “No One Plans a Crash is one of the more emotionally driven campaigns we’ve seen for a while in Western Australia. I’m really excited about what is the beginning of a strong creative platform to run for years ahead and hopefully a reminder to everyone to think about what they can do to make their journey safe before embarking on our roads.”
Road Safety Commission
Client: Rebecca Hamilton, Director Policy & Programs
Client: Joanna Hynes, Strategic Communications Officer
Client: Alisia Mumby, Campaigns Officer
Client: Kirsten Brent, Digital Communications Coordinator
The Brand Agency, Perth
Executive Creative Director: Dean Hunt
Senior Art Director: Niall Stephen
Senior Copywriter: Dan Debuf
Creative: Lachy Banton
Head of Brand Strategy: Hannah Muirhead
Account Management: Evan Murie, Brendon Lewis, David Svarc
Production/Design: Dan Agostino, Katrina Clayton, Angelica Garland, Marcie Greenall, George Cooke, Julian Farnan
Production Company: Clockwork Films & King Street
Executive Producers: Katie Trew & Heath George
Senior Producer: Alan Robinson
Producer: Rylee Bannan
Production Coordinator: Rebecca McCarthy
Director: Armand de Saint-Salvy
Talent: Warren Lyons, Cassie Young, Delilah Pettly, Michael Rainone, Alex Arco and Takia Morrison
Continuity: Melissa Hayward
1st AD: John Fairhead
DoP: Patrick O’Sullivan
First AC: Paolo Feliciano
2nd AC: Amelia Rose
B Cam: Elliott Nieves
B Cam First AC: Meredith Lindsay
VTR: David Attwell
VTR assist: Mason Truong
Gaffer: Dan Spriggs
Best Boy: Arif Defty Rashid
Elix Assist: Chris Martin
Elix Assist: Erin Guy
Key Grip: Greg McKie
Grip Assist: Clint Lawrence
Grip Assist: Tim Green
Sound Recordist: Gavin Repton
Boom Op: Ben Cowman
Art Director: Murray Edwards
Props Buyer: Kaylee Higgott and Sally Phipps
Art Assist: Darrell Beck
Wardrobe: Maria Papandrea
Wardrobe Assist: Hannah Letizia
Hair and make-up: Kate Farmer
Location Manager: Claire Burton and Rachel Hawkins
Unit Manger: Jakob Grasa
Production Assistant: Leslie Hornong
Audio Post: Cue Sound
Sound Engineer: Mike Fragomeni
6 Comments
Solid. The 60 hit me in the feels.
Let’s be honest, this is terrible work and the only people that say nice things about it are those that worked on it. As a tax payer, I’m disgusted and appalled.
You pay federal taxes; this is a state-funded campaign. So unless you paid Stamp duty in WA recently, very little, if any, of your income tax would have been spent on this. Try and smarten up.
This is fair dinkum awful work. It is absolutely all over the place, strategically and creatively.
There’s a logic flaw. If the loved one is from the future, they would have already dealt with the grief and be sad but stoic in their delivery. The details matter.
This gets a thumbs up from Old CD Guy. It’s a neat way to pack in the necessary information. Good, sparse writing and acting. Others on here feel differently. Am I losing the plot?