‘We’re slaves to our devices’ RAC WA says encouraging drivers to ‘look up’
RAC WA has urged Western Australian drivers to “look up” from their phones in a new campaign created by J. Walter Thompson Perth.
The ad, features and replicates, influencer Gary Turk’s original ‘look up’ film which went viral across the internet and gained over 400m views across the globe.
Turk’s video uses poetry to convince others to look up from their “device of delusion” and live in the moment.
RAC WA’s iteration of the ad features people telling Western Australians to look up from their phone while driving and not to be slaves to their devices.
The ad comes after road deaths due to driver distraction double in Western Australia last year.
Simon Langley, ECD at J. Walter Thompson, said in a statement: “This is an important road safety campaign and another demonstration of the RAC’s commitment to making WA a better place. The fact that we were able to get the support and involvement of Gary, a guy who’s had countless brands approach him to endorse their message, but has politely refused each request, is a real coup.
“Distracted driving is fast becoming one of the leading causes of deaths and serious injuries on our roads and as technology evolves so too does the level of distraction in our cars.”
The campaign is rolling out across film, TV, social, print, outdoor and radio.
“The spoken word is an engaging and effective way to start a conversation and a memorable way to get people thinking about a subject like distraction,” Turk added.
Credits:
- ECD: Simon Langley
- Creative Director: Joe Hawkins
- Creatives: Dustin De Souza, Sinead Roarty, Joe Hawkins
- Broadcast Producer: Jackie Archer, Tom Pearce
- Group Account Director: Donna-Maree Gavin
- Account Manager: Andrew Douglas
- Executive Planning Director: Angela Morris
- Planner: Brona Kilkelly
- Print Production: Sarah Parsons
- Photographer: Shaun Atherton, Allan Myles
- Client: Elizabeth Lockett, Maree Setzinger, Jon McKenzie
- Production Company: Beautiful Pictures
- Director: Brett Ludeman
- Sound: Brainestorm
- Media: Initiative Media
- Media Planner: Lauren DeRozario
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