Bold OOH campaign warns “don't fight fatigue”

18 December 2015

Creative Agency: Cummins&Partners

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The Motor Accident Commission (MAC) of South Australia reminds drivers not to fight fatigue over the holiday period.

The campaign, by Cummins&Partners South Australia uses 3D printing technology to achieve a more realistic effect of the blow drivers feel when fatigue hits.

Cummins&Partners South Australia creative director Jason Hollamby said: “many drivers ignore the signs of fatigue while driving long distances and try to push through, in particular during the Christmas holiday period.

“Using MAC’s owned regional billboard network we wanted to create an impactful message to remind drivers not to fight fatigue, simply by resting every two hours.”

MAC General Manager, road safety and strategic communications Michael Cornish said: “driver fatigue is particularly dangerous because it affects your ability to judge your own level of tiredness.

“While anyone can be affected by fatigue, research indicates it is more likely to be a factor in rural crashes due to long trips and extensive periods of continuous driving.”

The campaign is currently running through regional South Australia and will be supported with digital activity.

Creative Director: Jason Hollamby
Art Director: Chay O’Rourke
Copywriter: Nick Milde
Account Director: Maddy Lehmann
Account Executive: Tom Benson
Photographer: Richard Lyons
Retoucher: Paul Munzberg
Client: Richard Blackwell and Julia George

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