Road Safety Commission tackles World Cup fatigue with new work from The Brand Agency
The Road Safety Commission in Western Australia, via The Brand Agency Perth, has launched a new campaign warning motorists about the dangers of driving while fatigued after staying up late to watch the 2026 FIFA World Cup.
Running across SBS’s FIFA World Cup coverage throughout June and July, the campaign uses a striking visual metaphor to highlight the potentially fatal consequences of driving tired.
Instead of a crashed car, the commercial features a crumpled bed wrapped around a light pole, reinforcing the message that fatigue behind the wheel can be just as dangerous as other forms of impaired driving.
Blanche McKie, copywriter at The Brand Agency, said: “We wanted to make the consequences of fatigue hit harder. By replacing a crashed car with a crumpled bed wrapped around a light pole, we created a confronting visual that shows the impact of falling asleep behind the wheel.”
Client: Road Safety Commission
Road Safety Commission: Simone Steele, Joanna Hynes, Angela Langton
Agency / Production: The Brand Agency, Perth
Creative Director: Steve Straw
Art Director: Jake Ransom
Copywriter: Blanche Isabella McKie
Account Management: Evan Murie, Paula Helander
Strategy: Daniella Chadinha
Producer: Kelly Marie Miller
DOP: Lewis Potts
1st AC: Dan Stone
Steadicam: Fletcher Gardiner
Gaffer: Dion Borrett
Grip: Greg McKie
Production Designer: Kylie Clifford
Art Assists: Olivia Beaumont, Darrell Beck
Locations Manager: Crystal McCallum
Safety Assistant: Lee Burns
Stills: Julien Solecio
Sound Studio: Fable
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