TAC in Australia asks parents what kind of driver they’re raising in new road safety campaign
The Transport Accident Commission (TAC) and Clemenger BBDO Melbourne have launched a new campaign emphasizing a simple fact: How a parent drives now can strongly influence how their children drive later.
Titled ‘Strings’, the campaign is based on research that shows that children start taking in their parents’ driving behaviours at an earlier age than most people would expect.
Samantha Buckis, TAC road safety project co-ordinator, says ‘Strings’ needed to find a way to empower parents to reflect on their own behaviour.
Says Buckis: “Every time a parent gets behind the wheel, their children are watching their behaviour, both good and bad. By the time a child goes for their driving licence, their attitudes on the road have already started to form.”
This campaign marks a different approach for TAC, as ‘Strings’ does not depict a car accident or even use actual cars. Instead, characters are portrayed on a dark stage, with puppet strings representing the influence a parent has over their child’s future driving behaviour.
Clemenger BBDO Melbourne creative director Stephen de Wolf says the shoot was a highly complex operation.
Says de Wolf: “We designed an intricate rig that linked our father and son, with professional puppeteers directing our talent. The 60- and 30-second spots were filmed in single takes, so we required a perfectly timed and synchronised performance from both of them.”
The campaign includes TV, OOH, print, digital, social and radio.
TAC
Amy Cockerell – Marketing Coordinator
Cherie Chandler – Marketing Project Manager
Samantha Buckis – Road Safety Project Coordinator
Samantha Cockfield – Senior Manager Road Safety
Clemenger BBDO Melbourne
James McGrath – Creative Chairman
Ant Keogh – Executive Creative Director
Stephen de Wolf – Creative Director
Jim Robbins – Senior Copywriter
Luke Thompson – Senior Art Director
Sharon Adams – Print Producer
Sonia Von Bibra – Executive Producer – TV
Karolina Bozajkovska – Senior Agency Producer – TV
Steve Pratt – Retoucher
Lee Simpson – Managing Partner
Naomi Gorringe – Group Account Director
Kate Joiner – Senior Account Manager
Patrick Nally – Account Executive
Production:
Tomas Mankovsky – Director
Camilla Dehnert – Producer
Geoffrey Simpson – DOP/Cinematographer
Production Company – Finch
Elodie Fouqueau – Editor
Lucinda Thompson – Designer
Duncan Horn – Flame Artist
Post Production Company – Method Studio/Glassworks
Theodore Vidgen – Music Composer/Arranger
Stephen Boniface – Photographer (Match Photography)
Paul Le Coutier – Sound Designer/Engineer
Sound House – Flagstaff
Special/Visual Effects – Glassworks