Clemenger BBDO Melbourne tap into the science of sleep in first campaign for TAC

The Transport Accident Commission has unveiled the first campaign from its new creative agency Clemenger BBDO Melbourne since it was appointed in a pitch that saw the 20-year incumbent Grey Melbourne lose the account.

Featuring a woman laying her head down on a pillow in slow motion as she falls asleep, the campaign taps into the science of sleep in a bid to stop drivers falling asleep at the wheel.

With the tagline ‘you can’t fight sleep’ the ad changes as her head hits the pillow as it becomes apparent it is actually an airbag inflating in a crash.

TAC chief executive officer Janet Dore said the campaign represented a shift in focus from earlier fatigue campaigns, adding: “The campaign’s message is that from the moment you wake, sleep-inducing chemicals build up all day, causing drowsiness. This drowsiness signals the onset of sleep, which can happen in an instant and without further warning.

“On average, a healthy adult needs seven to nine hours of quality sleep to function optimally. After 24 hours of no sleep, the risk is the same as driving with a blood alcohol content of 0.1. We tend to think that sleep is a choice we have control over, but it is actually a chemical and physiological process. The only way it can be overcome is by sleeping.”

The TAC is encouraging Victorians to get involved in the campaign with its #yawnchallenge on social media which is asking audiences to upload a photo of yourself yawning with the #yawnchallenge hashtag.

Participants have the change to win one of five $500 luxury sleep packs.

The new campaign will run across TV, radio, print, outdoor and online.


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