Whybin\TBWA’s Crash Test Drive campaign for NRMA is the only Australian work to make it into the 2014 Cannes Innovation Lions category.

This is not the first nod the work has received, with the Crashed Car Showroom initiative recently named ‘Best in Show’ at the Sydney Royal Easter Show.

NRMA Crash Test Drive is an element of Crashed Car Showroom.

Whybin\TBWA’s hold on the NRMA Insurance account recently came to an end when M&C Saatchi took over following a competitive pitch.

“SYDNEY, AUSTRALIA – Wednesday June 4, 2014 – The NRMA Crash Test Drive is the only Australian campaign in a shortlist of 30 pieces from around the world that has made the 2014 Cannes Innovation Lions category.

Whybin\TBWA Sydney have been invited to present their work to the industry at the Festival. The Innovation Lions category is described by the festival as the home for “the most innovative ideas driving the industry forward at Cannes Lions 2014”

The NRMA Crash Test Drive was a unique element of the Crashed Car Showroom initiative, an interactive exhibition created by Whybin\TBWA Sydney, Digital Arts Network, Eleven PR and Alfred to raise awareness about the importance of road safety and help Australians make informed car purchasing decisions. The Crash Test Drive element demonstrates what it’s like to be a crash test dummy in a real crashed car powered by Oculus Rift, custom built hydraulics, Arduino and Unity – brought together by a team of coders and mechatronic engineers.

After two weeks housed on York Street in the Sydney CBD in March where it attracted thousands of visitors it quickly caught the attention of national and international media, it then began touring the country.