Motorbikes fitted with training wheels in WA road safety ad
The Western Australian Road Safety Commission has released its new campaign to spark conversation amongst motorcyclists about their safety on roads.
The campaign uses hidden cameras inside a reputable motorcycle shop to capture real motorcyclists’ reactions to fake safety products, such as an airbag fitted to the handle bars and adult training wheels.
Created by The Brand Agency, Perth, the campaign seeks to highlight how simple motorcycle safety really is, and argues this measures wouldn’t be necessary if people drove to the conditions they found themselves in.
Last year 346 motorcyclists were killed or seriously injured on Western Australia’s roads.
Executive creative director of The Brand Agency, Perth, Marcus Tesoriero, said in a statement: “I can’t believe we pulled this off so sweetly. The reactions from motorcyclists to our insane safety inventions were absolute gold. It really caught their attention and began a conversation about our clear, safety message. You don’t need any of the crazy stuff, you just need to wear MotoCAP approved gear, look for bikes with ABS and ride to the conditions.”
The integrated campaign features programmatic video, native video, social and display advertising.
Credits:
Client: Roger Farley, Assistant Director Strategic Communications
Client: Alisia Mumby, Campaign Project Officer
Agency: The Brand Agency, Perth
Executive Creative Director: Marcus Tesoriero
Copywriter: Lachlan Banton
Art Director: Niall Stephen
Agency Producer: Lauren Billingham
Strategy Director: Hannah Muirhead
Account Management: Brendon Lewis, Natalie Pearson, Evan Murie, Stephanie Gotch-Martin
Production Company: King Street
Producer: Lauren Billingham
Director: Paul Komadina
Post-production: Frances Elliott (King Street)
Post-production Behind the scenes: Peter Townsend
Audio: Mike Fragomeni (Cue Sound)
