WA’s Road Safety Commissions launches new campaign via The Brand Agency Perth
West Australian authority The Road Safety Commission and The Brand Agency Perth have launched a new campaign reminding Western Australians to make a conscious decision to make their journeys safe.
The latest iteration of the commission’s “Make every journey safe” platform was officially launched by Road Safety Minister, Paul Papalia in December, with the unveiling of a 15 metre-long sculpture at Scarborough Beach depicting a vehicle crashed into the campaign line.
Other assets:
Family Speeding 30”
Family Texting 30”
Family Conditions 30”
Family Drinking 30”
Family Cycling 30”
Friends Tired 30”
Friends School Zone 30”
Friends Checking Phone 30”
Friends Below the Limit 30″
Friends Motorbike 30”
This week, the campaign rolls out a new series of 30 second TVCs, with 5 spots for each of the 2 featured households. The first house belongs to an everyday family; the other, a group of young housemates.
Each 30″ spot joins a respective household as they discuss their plans for the day before leaving to embark on their everyday journey using different modes of transport. These realistic scenes are interrupted by an emotional ‘premonition’ from a concerned and grieving family member or loved one, before snapping back to everyday reality.
Also launching is a 60 second cinema spot combining one of the family spots with one from the share house, to create a dramatic clash between the two worlds.
Dean Hunt, executive creative director at The Brand Agency, said: “No one plans a crash, but how many of us stop to think about what we need to do to avoid one every time we leave the house? This campaign takes a more emotive approach to road safety messaging and has allowed us to go quite deep in terms of performance.”
Road Safety Commissioner, Adrian Warner, commented: “This campaign has the power to grab people’s attention and get this important conversation started. I want people to shift the focus away from what others can do, and start thinking about what they can do.”
Evan Murie, business director at The Brand Agency, added: “‘No One Plans a Crash’ is one of the more emotionally driven campaigns we’ve seen for a while in Western Australia. I’m really excited about what is the beginning of a strong creative platform to run for years ahead and hopefully a reminder to everyone to think about what they can do to make their journey safe before embarking on our roads”.
The campaign continues to roll out this week across TV, BVOD, cinema, audio, OOH, digital and social.
Credits
Road Safety Commission
Client: Rebecca Hamilton, Director Policy & Programs
Client: Joanna Hynes, Strategic Communications Officer
Client: Alisia Mumby, Campaigns Officer
Client: Kirsten Brent, Digital Communications Coordinator
The Brand Agency, Perth
Executive Creative Director: Dean Hunt
Senior Art Director: Niall Stephen
Senior Copywriter: Dan Debuf
Creative: Lachy Banton
Head of Brand Strategy: Hannah Muirhead
Account Management: Evan Murie, Brendon Lewis, David Svarc
Production/Design: Dan Agostino, Katrina Clayton, Angelica Garland, Marcie Greenall, George Cooke, Julian Farnan
Production Company: Clockwork Films & King Street
Executive Producers: Katie Trew & Heath George
Senior Producer: Alan Robinson
Producer: Rylee Bannan
Production Coordinator: Rebecca McCarthy
Director: Armand de Saint-Salvy
Talent: Warren Lyons, Cassie Young, Delilah Pettly, Michael Rainone, Alex Arco and Takia Morrison
Continuity: Melissa Hayward
1st AD: John Fairhead
DoP: Patrick O’Sullivan
First AC: Paolo Feliciano
2nd AC: Amelia Rose
B Cam: Elliott Nieves
B Cam First AC: Meredith Lindsay
VTR: David Attwell
VTR assist: Mason Truong
Gaffer: Dan Spriggs
Best Boy: Arif Defty Rashid
Elix Assist: Chris Martin
Elix Assist: Erin Guy
Key Grip: Greg McKie
Grip Assist: Clint Lawrence
Grip Assist: Tim Green
Sound Recordist: Gavin Repton
Boom Op: Ben Cowman
Art Director: Murray Edwards
Props Buyer: Kaylee Higgott and Sally Phipps
Art Assist: Darrell Beck
Wardrobe: Maria Papandrea
Wardrobe Assist: Hannah Letizia
Hair and make-up: Kate Farmer
Location Manager: Claire Burton and Rachel Hawkins
Unit Manger: Jakob Grasa
Production Assistant: Leslie Hornong
Audio Post: Cue Sound
Sound Engineer: Mike Fragomeni
Got a tip?
topics
Dean Hunt
Evan Murie
Paul Papalia
Road Safety Commission
The Brand Agency
The Brand Agency Perth
Have your say