Clemenger BBDO Melbourne launches groundbreaking TAC project ‘Graham’: the only person designed to survive on our roads
The Transport Accident Commission, via agency Clemenger BBDO, Melbourne, has launched its latest road safety project, highlighting how susceptible the human body is to the forces involved in transport accidents.
‘Graham’, an interactive lifelike sculpture demonstrating human vulnerability, has been created by respected Melbourne artist Patricia Piccinini, who was briefed by a leading trauma surgeon and a crash investigation expert on what bodily features that might be present in humans if they had evolved to withstand the forces involved in crashes.
Says TAC chief executive officer, Joe Calafiore: “Cars have evolved a lot faster than humans and ‘Graham’ helps us understand why we need to improve every aspect of our roads system to protect ourselves from our own mistakes.”
Says Clemenger BBDO Melbourne creative director Stephen de Wolf: “Humans will never catch up to our advancements in transport, so ‘Graham’ is a way for people to think about their own vulnerability and the road toll in a totally different way – a way free of scare tactics and guilt.”
Artist Patricia Piccinini got involved in the project when she realised her work could make a real difference to the community: “‘Graham’ is not the solution, he is a catalyist for conversation about our vulnerability. He can plant that seed in our minds about how vulnerable we are on the roads,” says Piccinini.
‘Graham’ also incorporates Australia’s debut of Google Tango, the latest in immersive augmented reality technology. Visitors will be able to use Tango to look beneath Graham’s skin and better understand how his unique features would work to cushion him from serious injury in a crash.
Google Creative Agency lead, Ross Jauncey says ‘Graham’ is a stunning example of how Australian creatives are using augmented reality technology: “The TAC is the first to use Tango in Australia and it’s great to see how the technology can be used to build unique and innovative campaigns.”
‘Graham’ can be visited at the State Library of Victoria until August 8, before going on a roadshow of regional centres. People can also interact with Graham online at meetgraham.com.au
Client: Transport Accident Commission (TAC)
Creative Agency: Clemenger BBDO Melbourne
Experiential Augmented Reality: Airbag Productions
2 Comments
Stop scamming on the charity and public service messages and do something meaningful and big like this and make a difference.
Well done Clemenger BBDO.
Very old idea recycled from D&AD…cogent elliott antismoking tv advert created the smoker of the future….with exaggerated body parts to counter the harm from smoke.
Be more original, please.