Transport Accident Commission (TAC) and Taboo have created a high impact and interactive campaign called ‘This Christmas’, encouraging all Victorians to play their part in making the roads safer.
The activation features messages written by Victorians, to encourage people to stay safe at Christmas both on and off the roads and turns the messages into brightly coloured ribbons.
The public are encouraged to either wear or attach the ribbon of the message that resonates with them to a bag or keyring, or give to friends and loved ones. People will also have an opportunity to create and share their own personalised commitment messages via a Pixta Pod media wall.
The activation was produced in collaboration with award-winning Melbourne artist Ash Keating, whose work has been extensively exhibited in galleries both locally and internationally.
It marks yet another campaign Taboo has partnered with TAC on, following the 'Gates of Heaven' film.
Taboo creative director Nick Jamieson said: “We felt there was something very powerful in using the words of real Victorians to remind each other that we all need to do our part in order to keep the roads safe this Christmas."
“This activation highlights TAC’s commitment to making road safety a shared responsibility and taps into the common emotions we all share over this period. Amongst the backdrop of communal stress and hurry, we want to get the community to stop and realise that.
"Despite our diversity, we’re all connected by a deep desire to have a safe and happy festive season.”
The campaign launched on Friday December in Southbank’s Queensbridge Square with the regional activation tour commencing from this Sunday in Geelong.
TAC called a review of its creative agency this year. Its agency of record Clemenger Melbourne made global headlines and scored countless awards for its unique Meet Graham campaign.
CREDITS
Client: TAC
Partnership Project Advisor: Sarah Henderson
Agency: TABOO
Creative Director: Nick Jamieson
Art Director: Steph Kitchin
Copywriter: Claudia Sarosiek
Producer: Hannah Cleary
Strategy Director: James Mackinnon
Senior Account Director: Kate Prowse
Senior Account Manager: Suzi Williamson
Account Executive: Chloe Herbert
Production Partner: Moth Design
Director: Kate Hannaford
Producer: Etta Curry
