NRMA provides drivers ways to Wave Goodbye to Road Rage in new animated effort

New NRMA campaign drawing comparisons to Dumb Ways to Die

Wave Goobye to Road Rage: inspired by aggressive Sydney drivers

The NRMA has launched a social campaign aimed at reducing road rage by offering drivers four ways to waver off anger on the roads.

The animated campaign, which is already drawing comparisons with McCann’s award-dominating animation Dumb Ways to Die, launched on YouTube and Facebook.

Wave Goodbye to Road Rage was creative by Infinity Squared and features a classroom where the teacher launches into song to educate drivers about ways they can process and deal with road rage.

The agency approached the NRMA with the idea after office discussions turned to how frightening driving on Sydney’s roads could be.

“It’s a scary place and we’ve all been the victim or perpetrators of road rage to some degree,” said Tom Phillips, partner at Infinity Squared.

“We felt passionate enough about it to approach the NRMA and work with them to develop the campaign.”

NRMA advocacy and community content manager, Wade O’Leary, said that recent surveys done by the organisation revealed that 80% of respondents had been a victim of some form of road rage.

“It’s important for us to start getting road users and their children to reconsider behaviour on the road, otherwise it becomes a compounding issue,” O’Leary said.

The agency worked with Sesame Street and ABC writer and director Kelly Boulton, who developed the film into a song and also sang the tune.

Agency partner Dave Jansen said it was an honour to have the campaign compared with Dumb Ways to Die.

“Naturally people are comparing it to Dumb Ways to Die, which was never the inspiration, but we’re happy to go with it if it gets us 128 million views,” Jansen said.



Client – NRMA (Wade O’Leary & Reg Chamberlain)
Brand – NRMA
Original Concept – Infinity Squared
Strategy Director / Managing Partner – Tom Phillips
Project Management – Gwendolyn Jimenez
Writer & Director – Kelly Boulton
EP – Dave Jansen
Producer – Morgan Benson-Taylor
Production Assistant – Amy Jarman
Animator and – Illustrator – Suren Perera “Renmotion”
Composers – Damian de Boos – Smith and Kelly Boulton
Lyrics – Kelly Boulton (verses) and Nick Boshier (chorus)
Performed by – Damian de Boos – Smith (instruments), Kelly Boulton (vocals) and Matt Seaberg and
Yiscah Symonds (character voices)
Recorded at – Church Street Studios, Sydney
Sound Mix – Kath Burrows at Noise International

Simon Canning


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