Cummins&Partners South Australia has launched a new Mobile Distraction campaign developed for the Motor Accident Commission (MAC) of South Australia.
The ‘It’s not a good look’ campaign targets drivers who are distracted by their mobile phones while driving by highlighting a variety of negative consequences.
MAC general manager of road safety and strategic communications, Michael Cornish, said the new campaign shows just how exposed all drivers are whenever they look down at their mobile in the car.
“With any behaviour change program – establishing the best way to deliver the message and educate the community is a challenge,” said Cornish.
“Throughout this campaign we are clearly showing people that it’s not ok to look down at their phones – that it is in fact anti-social and dangerous behaviour.
“We are really pleased with this campaign and believe it will result in genuine behavioural change.”
Cummins&Partners creative director, Jason Hollamby says the simple act of looking down at a mobile has become a strong mnemonic for tuning out.
“For onlookers it’s very obvious phone behaviour, and for drivers it’s almost impossible for them to hide what they’re doing,” said Hollamby.
“It’s in these moments that drivers are most vulnerable to being judged by others or being caught by the police because they’re so unaware of what’s going on around them.”
Over the coming months the campaign will come to life across multiple channels including TV, social and cinema.
The TV commercials highlight that it’s impossible to look down at your phone without others noticing you while the cinema pieces show a social experiment that reinforces this message.
Agency: Cummins&Partners South Australia
Creative Director: Jason Hollamby
Art Director: Chay O’Rourke
Art Director: Joel van der Knaap
Copywriter: Nick Milde
Strategy: Adam Ferrier, Katherine Paphitis
Account Team: Maddy Lehmann, Bronwen Gwynn-Jones
Client Team: Michael Cornish, Richard Blackwell, Julia George
Photography/Finished Art: Paul Munzberg
Illustrator: John Draper
Producer: Vicki Niehus
Production Company: Nylon Films
Director: Nick Matthews
Direct of Photography: Jonathan Rossiter ACS
Composer/Sound Engineer: Scott Illingworth, Pete Best
Sound Production: Best FX
WPP are claiming better than expected third quarter numbers, despite revenues being down 7.6 per cent like-for-like on 2019. Putting today’s results in perspective, the world’s biggest media company had its numbers smashed in Q2, they were down 15.1 per cent at the peak of COVID. Revenues were down across every territory, with China suffering […]
The advertising industry needs to start preparing for a “data-deprived” future, according to research company Forrester. In its 2021 predictions, Forrester points to the upcoming deprecation of third-party cookies as one of the most important upcoming trends for the industry. “The future of advertising will be one of significant upheaval,” the firm said. “Impending privacy […]
Nine’s The Block narrowly missed out on taking out the number one entertainment spot for the night with 10’s Gogglebox once again earning the honours. Gogglebox managed 700,000 eyeballs, while The Block did 679,000, according to OzTAM metro data. Meanwhile, 10 had a soft night, with its best entertainment show being The Project with 465,000. […]
Digital experiences are more necessary than ever. Social distancing, remote working and local or national shutdowns have forced customers online and employees apart, requiring businesses and government agencies across the Asia Pacific to accelerate and refocus their digital transformations to satisfy changing customer needs. To understand the maturity of digital experiences (DX), leading experience design […]
Mitre 10 has launched a new grassroots marketing campaign to celebrate the real stories and people behind its stores. The ‘Built by Families’ series uses documentary-style videos to bring to life the legacy of local family-run businesses and the unique connection each has to its local community. Karen Fahey, IHG’s General Manager of Marketing, said […]
Digital ad verification platform Integral Ad Science (IAS) has announced Tom Sharma will join the company as Chief Product Officer, effective November 2, 2020. This new hire will accelerate IAS’s global product expansion, including plans to enhance its industry-leading Connected TV (CTV) solution. Sharma will be based in New York and report directly to IAS […]
Inner Health has revolutionised its famous blue bugs as part of a new brand platform launching this week. Developed by VMLY&R, the new platform ‘Listen to your Gut’ re-introduces the bugs in a whole new environment. VMLY&R Client Service Director Jo Millington said the new platform aimed to reposition Inner Health as an overall health […]
Independent creative company Special Group has entered the U.S market with William Gelner leading the LA-based agency as Chief Creative Officer, and Uber Eats as its founding client. The launch of the international office follows the profound success of Special Group’s global work for Uber Eats, including its launch of the internationally recognised ‘Tonight I’ll […]
Insight-led communications consultancy, The Mint Partners has expanded its technology portfolio with the addition of luxury audio lifestyle brand Bang & Olufsen. Founded in 1925 in Struer, Denmark, Bang & Olufsen has pushed the boundaries of audio technology for almost a century. The company continues to be at the forefront of acoustic innovation with its […]
WA car and home insurer, RAC has launched a new campaign to show locals that they understand the priceless relationship members have with their belongings. Created by Wunderman Thompson Perth, the campaign titled ‘We See What You See’ uses computer generated imagery (CGI) to depict the unique relationship a family has with their insured items – […]
Paper Moose has created a campaign for the recently announced carbon-neutral telco brand, felix, due to go to market towards the end of the year. This is the first work from Paper Moose since winning a competitive pitch for the new TPG Telecom brand. The teaser campaign raises awareness of the nearly 1 million tonnes […]
It's your Women In Media picture gallery! The perfect way to have a bludge while pretending to do actual work.
Two of Australia’s favourite broadcasters are returning to radio with Murray Wilton and Murray Olds (aka The Two Murrays) set to deliver five hours of news, sport, entertainment, lifestyle and plenty of frivolity over summer weekends on 2GB and 4BC. Their new show launches this Saturday, October 31, and continues on weekends right through until the […]
The Brag Media, Australia’s number one music and entertainment publisher, has today announced it will exclusively represent Australia and New Zealand audiences for Variety. Variety is the most authoritative and trusted source of entertainment business news, reaching an audience of affluent influencers. For 115 years, influential producers, executives and talent in entertainment have turned to […]
Chello has announced three business wins across its business and four new hires to support recent growth. Joining the agency’s roster is ShopifyPlus APAC along with project work with ShopifyPlus North America, Shef, and Raine & Horne’s national brand. These wins complement the agency’s existing LIV by Mirvac and Qudos Bank accounts. ShopifyPlus APAC Marketing […]
MyDeal.com.au made a splash in the online retail sector last week with its successful IPO on the ASX. This week, however, the brand has made waves on television screens nationwide with the release of its lyrical 2020 Christmas campaign for the all-important December quarter, created in partnership with Cyclone Creative Agency. While COVID-19 has affected […]