Drinkers serenade designated drivers with ‘You are the wind beneath my wings’ in Queensland government campaign
The Queensland government has positioned designated drivers as #LiftLegends in a campaign seeking to reduce drunk drivers on the road over the Christmas season.
Created by Publicis Worldwide, the ad features children, friends, partners and bus drivers as #LiftLegends as they give those who have been drinking a lift home.
Those who have been drinking serenade their sober drivers with their enthusiastic and slurred versions of ‘You are the wind beneath my wings’.
This is the first campaign Publicis Worldwide has created for Queensland’s Transport and Main Roads Department (TMR), since winning the account in July.
Ryan Petie, ECD at Publicis Worldwide, said in a statement: “With drink drivers representing one quarter of the road toll last year, we wanted to tackle the issue by suggesting Queenslanders ask their friends and family for a lift rather than taking a unnecessary risk.
“Hopefully this campaign makes it an easier and more prevalent thought to nominate a #LiftLegend.”
Kerrie Tregenza, director of community road safety at TMR, added: “It’s exciting to see this campaign come to life. This is our first mass media campaign developed with Publicis under the new StreetSmarts banner.
“I encourage everyone who’s going to be enjoying a few cold beverages over summer to plan their #LiftLegend in advance. If you’re not drinking, become a lift legend yourself and enjoy the good karma.”
The campaign will run across TV, cinema, online, outdoor, social media and radio.
Credits
- Client: Transport and Main Roads
- Director (Community Road Safety): Kerrie Tregenza
- Principal Advisor: Kris Crumpton
- Agency: Publicis Worldwide
- ECD: Ryan Petie
- Creative Director: Lee Griffin
- Creatives: Katelyn Testa, Shaun McMahon, Kale McRedmond, Anais Read
- Head of Broadcast & Content: Vicki Lee
- Strategy Director: Mike Redfern, Justin Cloete
- Social strategist: Scott Isaac
- Social Media Manager: Georgia Crawford
- Producer: Ann Reilly
- Business Director: Vanessa West
- Project Manager: Fraser Coss
- Digital Director: Alexandra Sundqvist
- Production House: Two Little Indians
- Director: Jonas McQuiggin
- Executive Producer: James Greville
- DOP: Jordan Maddocks
- Editor: Christian Lyndon
- Post Production: The Post Lounge
- Audio Post Production: Rosco Audio
- Music Licensing: The Sound Pound
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
Linkedin
I hate this advertisement so much I refuse to watch any channel that airs it. Nice work.
User ID not verified.
The repetitiveness of this ad does not stop people from potentially drink driving, nor will any commercial. Speaking to a few people who love cricket but want to end there existence upon seeing this ad for the umpteenth time during, this ad will cost more lives then it saves. Personally speaking, this is exactly the badly repetitive nonsense that will eventually put me in an early grave. Repetition does not solve the problem.
User ID not verified.