Transport NSW teams up with Sydney Swans on road safety campaign via Gemba

Transport for NSW and creative agency Gemba have launched the latest execution of the long-running “Get Your Hand Off It” campaign with the Sydney Swans.

“Don’t Fly Blind” delivers a pointed message: don’t get distracted by your phone while driving. The campaign features three blind-folded Sydney Swans players, showing that looking at your phone while driving is just like playing footy blindfolded.

In the 30-second hero spot, Swans stars Tom McCartin, Harry Cunningham, and Callum Mills are tested on how well they could perform their elite footy skills blindfolded – whether they could take a specky, run through the pack or kick a goal. The spot captured that it was nearly impossible for the players to complete any of their usual moves.

This campaign message was based on research that showed looking at your phone for two seconds while driving at 60km per hour means you are effectively ‘driving blind’ for over 33 meters. A lot can go wrong over that distance.

Gemba was responsible for the social, digital, and in-stadia content that raises awareness of the dangers of driving illegally using a mobile phone, and encourages drivers to avoid mobile phone distraction through the ‘Get Your Hand Off It’ campaign message.

The ‘Don’t Fly Blind’ campaign also includes the in-stadia big screen activation – ‘Distracted Cam’. A live and interactive execution, Distracted Cam finds fans distracted by their phones rather than enjoying the full matchday experience.

Distracted fans are projected onto the big screen at the SCG, the moment however is only realised when the fans look up from their phone. The activation brings home the message that “it’s easy to be distracted by your mobile phone from what’s happening around you, so get your hand off it while driving”.

“This was loads of fun to make. It’s always nice to use athletes in a way that lets them do what they do best – perform… albeit blindfolded in this case!” said John Weir, creative director at Gemba. “But importantly, we also had a serious message which we had to impart – namely, ‘get your hand off your phone while driving’. And I think that’s something we definitely landed with this campaign.”

The campaign is currently live across the stadium big screen, digital, social, and other in-stadia assets.


Client: Transport for NSW
Director, Marketing & Sponsorship: Paul Ibsen
Sponsorships & Partnerships: Sally English

Lead Agency: Gemba
Executive Creative Director: Boyd Hicklin
Creative Director: John Weir
Senior Manager – Creative & Production: Alexandra Longbottom
Creative Producer: Ally Kirkwood
Graphic Designer: Honey Terrill
Senior Account Director: Hugh Rogan
Account Management: Alannah Brady
Senior Marketing Consultant: Brandon Stobbs

Production Company: Chisel Productions
Director: Patrick Sidoti
Executive Producer: Isabelle Seeto
Production Manager: Pippa Martino
Director of Photography: Peter Danks
Editor: Benjamin Bowles
Grade & Online: Chisel
Sound: KLANG – Sound & Music Ideas


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.