Motor Accident Commission tells South Aussie youth: ‘Lose your licence and you’re screwed’
Clemenger BBDO Adelaide has produced a campaign aimed at young drivers for the Motor Accident Commission (MAC) with the tag line “Lose your licence and you’re screwed”.
Account director Erik de Roos told Mumbrella research by the agency found shock advertising did not work with a young audience as “these kids feel so invincible, as if nothing can happen to them”.
“We found that losing your licence and as a result, your freedom and independence, resonated with young people so much more,” he said.
De Roos said a campaign targeting youth was part of the brief when the MAC account was up for pitch last year. An account the agency retained.
“Most of the time when accounts go up for pitch, agencies put a pitch up and it may not get produced. In this case the client liked it so much they wanted to go ahead.”
Mediaedge: cia booked the ads across outdoor, TV, cinema, online, radio and street press.
One of the radio spots:
The agency is planning to extend the campaign through social media.
Credits
- Agency: Clemenger BBDO Adelaide
- Client: Motor Accident Commission
- Creative Directors: Greg Knagge & Geoff Robertson
- Creative Team: Amy Weston, Dave Lawson & Matt O’Grady
- Account Director: Erik de Roos
TV
- Creative Team: Amy Weston & Dave Lawson
- Director: Al Morrow
- Production Company: Jungleboys
- Production Company Producer: Chloe Rickard
- Agency Producer: Holly Horne
Radio
- Creative Team: Amy Weston, Dave Lawson & Matt O’Grady
- Agency Producer: Yvonne Karabatsos
- Studio: Oasis Sound, Eardrum
- Creative Team: Amy Weston, Dave Lawson & Matt O’Grady
- Photographer: Andres Bommert
- Retoucher: James Lucas
- Producer: Grant Navin
- Agency Producer: Michelle Treloar
- Colour Manager: Paul Munzberg
I likey. Nice insight.
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these are great ads!!!
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I really like these advertisements – best advertising that I have seen in a long time.
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Nice insight. Amusing idea and executions.
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I agree – great insight and well executed!
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Nice job.
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These ads are truly excellent! So nice to see an engaging insight that really speaks to it’s target audience… and with appropriate humour too!
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Awesome ads. Idea, creative, execution – simply perfect!
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Like 😉
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