Prompting audiences to make a safe journey while driving.
The Road Safety Commission, with the help of The Brand Agency, is targetting all Western Australian road users in a new campaign that prompts them to make a safe journey.
The Road Safety Commission's latest evolution of its 'Make Every Journey Safe' platform was launched in December by road safety minister, Paul Papalia, with a fifteen metre long metal sculpture at Scarborough Beach depicting a vehicle crashed into the campaign line.
This week sees the full roll-out of the remainder of the campaign across TV, BOD, Cinema, Audio, 00H, Digital & Social.
Throughout the campaign, there are five 30 second spots for each of the two featured households. The first house belongs to an everyday family; the other, a group of young housemates.
Each 30 secondspot joins a respective household as they discuss their plans for the day before leaving to embark on their everyday journey using different modes of transport. These realistic scenes are interrupted by an emotional 'premonition' from a concerned and grieving family member or loved one, before snapping back to everyday reality.
The centerpiece of the campaign is a 60 second cinema spot combining one of the family executions with one from the share house, to create a dramatic clash between the two worlds.
Dean Hunt, executive creative director at The Brand Agency, said: "No one plans a crash, but how many of us stop to think about what we need to do to avoid one every time we leave the house? This campaign takes a more emotive approach to Road Safety messaging and has allowed us to go quite deep in terms of performance.
"While multiple scenarios give a wider appeal to a larger demographic of road users, our targeted media strategy ensures that each spot is talking to the right people at the right time, with a message and behaviour most relevant to them. A big thank you to The Road Safety Commission, our amazing crew and production partners, and everyone at The Brand Agency who worked so hard to get this campaign out there."
Evan Murie, business director at The Brand Agency, said: "No One Plans a Crash is one of the more emotionally driven campaigns we’ve seen for a while in Western Australia. I’m really excited about what is the beginning of a strong creative platform to run for years ahead and hopefully a reminder to everyone to think about what they can do to make their journey safe before embarking on our roads”.
Credits:
Road Safety Commission
Client: Rebecca Hamilton, Director Policy & Programs
Client: Joanna Hynes, Strategic Communications Officer
Client: Alisia Mumby, Campaigns Officer
Client: Kirsten Brent, Digital Communications Coordinator
The Brand Agency, Perth
Executive Creative Director: Dean Hunt
Senior Art Director: Niall Stephen
Senior Copywriter: Dan Debuf
Creative: Lachy Banton
Head of Brand Strategy: Hannah Muirhead
Account Management: Evan Murie, Brendon Lewis, David Svarc
Production/Design: Dan Agostino, Katrina Clayton, Angelica Garland, Marcie Greenall, George Cooke, Julian Farnan
Production Company: Clockwork Films & King Street Executive Producers: Katie Trew & Heath George
Senior Producer: Alan Robinson
Producer: Rylee Bannan
Production Coordinator: Rebecca McCarthy Director: Armand de Saint-Salvy
Talent: Warren Lyons, Cassie Young, Delilah Pettly, Michael Rainone, Alex Arco and Takia Morrison Continuity: Melissa Hayward 1st AD: John Fairhead
DoP: Patrick O'Sullivan First AC: Paolo Feliciano 2nd AC: Amelia Rose
B Cam: Elliott Nieves B Cam First AC: Meredith Lindsay VTR: David Attwell
VTR assist: Mason Truong Gaffer: Dan Spriggs Best Boy: Arif Defty Rashid
Elix Assist: Chris Martin
Elix Assist: Erin Guy Key Grip: Greg McKie
Grip Assist: Clint Lawrence
Grip Assist: Tim Green
Sound Recordist: Gavin Repton
Boom Op: Ben Cowman
Art Director: Murray Edwards
Props Buyer: Kaylee Higgott and Sally Phipps
Art Assist: Darrell Beck Wardrobe: Maria Papandrea
Wardrobe Assist: Hannah Letizia Hair and make-up: Kate Farmer Location Manager: Claire Burton and Rachel Hawkins
Unit Manger: Jakob Grasa
Production Assistant: Leslie Hornong
Audio Post: Cue Sound
Sound Engineer: Mike Fragomeni
