TAC and RTSSV give voice to road trauma victims in new ‘Left Unfinished’ campaign via TABOO
TAC and Road Trauma Support Services Victoria (RTSSV) have launched an interactive exhibition called ‘Left Unfinished via TABOO, to deliver a powerful road safety message by showcasing everyday items belonging to Victorians whose lives were suddenly lost or forever changed on Victorian roads.
The exhibition is part of RTSSV’s ‘Shine a Light on Road Safety Week’ and will run from 15th November to 22nd November at the Melbourne Museum Plaza, and will then be on display within the TAC’s Road to Zero complex inside the Melbourne Museum until January 2021. The physical exhibit will feature seven items that each represent a story that was abruptly cut short or ‘left unfinished’ due to road tragedy and will serve as a tribute to the individuals, their families and loved ones, as well as a jarring reminder of our vulnerability on Victorian roads.
An integral part of the exhibition includes an immersive, cutting-edge AR experience that brings to life the profound stories behind the items. Created in collaboration with immersive technology creative agency, Unbnd, the AR experience will allow all Victorians to remotely navigate the objects, view video content and photo galleries for each story. The experience can be viewed here: leftunfinished.com.au
Says Jo Whyte, head of marketing and communications, TAC: “When road trauma occurs it’s never expected – it’s sudden, shocking and often final. We’re often only able to fully comprehend the reality of it in the mundane parts of life that were abruptly left unfinished. We think this is a timely and powerful reminder for all road users to never take their lives for granted on our roads.”
Says Bernadette Nugent, CEO of RTSSV: “RTSSV is honoured to be a part of this powerful and thought-provoking campaign, and we thank the brave storytellers for sharing their experience with road trauma. We hope that these stories prompt the community to stop and think about their driving behaviour so we can prevent more people from having hopes and dreams left unfinished.”
Says Nick Jamieson, ECD, TABOO: “As much I dislike the word “journey”, there’s not many other words fitting enough to describe this project. It’s been a privilege and an honour working with the RTSSV and TAC to share these seven stories through such a powerful and immersive campaign designed to make all Victorians truly think about the decisions they make when they get behind the wheel.”
The physical exhibition will be supported by a strategic print, social and digital campaign to help amplify this important message.
Client: Transport Accident Commission
Candice McDonald, Partnership Manager, Marketing and Communications
Kath Regan, Partnership Coordinator, Marketing and Communications
Nicolas McGay, Manager, Media and Corporate Communications
Alex White, Media and Communications Advisor, Marketing and Communications
Bonnie Szymczak, Manager, Digital and Internal Communications
Mary Collins, Digital Communications Advisor
Bruce Honey, Project Manager, Online
Client: Road Trauma Support Services Victoria
Bernadette Nugent, CEO
Bronwyn Saville, Marketing and Communications Coordinator
Fiona Elliott, Community Engagement and Partnerships Coordinator
Creative Agency: TABOO
Nick Jamieson, ECD
Max Kennedy, Senior Creative
Dane Falkström, Creative
Tim Shelley, UI Designer
Matilda Hobba, General Manager
James Mackinnon, Strategy Director / Partner
Tatum Ambler, Senior Strategist
Group Account Director, Kate Prowse
Suzi Williamson, Account Director
Gill McPhee, Account Director
Lily Anderson, Account Manager
Sim Greentree, Senior Producer
Hannah Cleary, Producer
WebAR: Unbnd
David Loughnan, Project Lead
Dominique Cama, Interactive Producer
Erik Bernacchi, UX & 3D Lead
Ben Carr, 8th Wall & WebXR Integration
Jimmie Friberg, Front-end Lead
Josh Parisi, Creative
StaplesVR, Photogrammetry
Production Company: Positive Ape
Michael Lutman, Director
Jason Byrne, Producer
Jack Davies, Production Manager
Matt Jenkins, DOP
Richard Hamer, Offline Editor
Martin Greer, Grade
Thanassi Panagiotaras, Online Editor
Gusto Studio, Sound
14 Comments
https://www.youtube.com/watch?v=Q63COVAp7kQ
Seems like an effective strategy would be TAC doing this every year, not every 7 years?
The accompanying videos are super emotional very powerful. Nice one and well executed!
So powerful and beautifully shot. AR is always a funny one but this is pretty impressive…not sure if people will take the time to find and listen to sad hard hitting stories but who knows.
Really nice work. Powerful.
It was a great idea then and it is now.
Ideas don’t have to be original to work.
Wow. It’s pretty cool what you can do with AR on the web nowadays, nicely done.
Beautifully executed, love the online
Great use of tech to get an important message across. Impressed.
All they did was change the colour of the plinth from white to teal from the Ungiven Gifts idea a few years ago. Not just the same idea, but the same execution too! Embarrassing.
Powerful idea, great execution!
Done before. It’s an incredible cause that deserves original thinking.
These are beautiful, captivating and haunting af. Well done Taboo crew and TAC / RTSSV.
Besides an item being displayed on a plinth I don’t see it as being the same as Ungiven gifts. The idea is solid, and the campaign is fully fleshed out. Love the disability angle as well. Well done.
Solid and full fleshed out (whatever that may mean) but a gallery of objects belonging to people involved in car crashes is the same idea done twice. We can say it’s different but there are too many similarities for this to be considered original. Who cares though – if it makes you think twice about how you drive then do it every year.