Tassie government department wipes out car registrations

label TasmaniaTasmanian government agency Department of Infrastructure, Energy and Resources has created a campaign to communicate changes to its car registration system.

The campaign features the same visual concept across direct mail, print and online. 

Registration labels for light vehicles are being phased out and in September will be replaced by Automatic Number Plate Recognition (ANPR) for vehicle checks by police.

This technological advance will make car registration labels obsolete.


  • Client Department of Infrastructure, Energy & Resources
  • Agency AT+M Launceston
  • Creative director Jonathan Cant
  • Writer Jonathan Cant
  • Art director Eddie Mallinson
  • Account manager Shaun Cooper


  1. Nige
    14 Aug 12
    1:21 pm

  2. But the registration stickers go on the inside of the windscreen, not the outside…

  3. Spagoni
    14 Aug 12
    1:38 pm

  4. Excellent point Nige.

  5. Spagoni
    14 Aug 12
    1:56 pm

  6. Sorry, I was just too stunned before and I need another go. So, let me get this straight. This same visual concept is carried across direct mail, print and online?

    Didn’t someone notice and say, “Hey, hang on a minute. Are windcreen wipers on the inside or the outside? Before we go ahead with this one, can someone go downstairs and check?”

    Sure, it’s just an ad. And advertising is often not necessarily logical, and is often quite fanciful, but this doesn’t make a smidgen of sense. Or, does it rain inside your car in Tassie? Really, what must the public think?

  7. Beery
    14 Aug 12
    2:06 pm

  8. It’s not meant to be taken literally, it refers to any manufacturer of dairy products.

  9. Graham
    14 Aug 12
    2:24 pm

  10. Ummm creative licence in advertising is not exactly new.

  11. chuck
    14 Aug 12
    2:29 pm

  12. meh creative licence, I got the message before it registered that the stickers are on the inside. I like it. its simple. If you wanted to be a real idea killer you could say that a windscreen wiper wouldn’t move a sticker like that. But why would you? It works.

  13. James H
    14 Aug 12
    3:20 pm

  14. simple and effective, you get it. some people are just haters.

  15. Peter Pedant
    14 Aug 12
    6:56 pm

  16. Actually Mumbrella your headline should say “Tassie government department wipes out car registrations labels”. As if a government would ever give up car rego as a source of revenue!