Droga5 ANZ swaps scare tactics for sea monsters, ghost ships and tall tales in a NSW Maritime campaign reminding boaties that the best adventures are the ones they make it home from.
Created by Droga5 ANZ, part of Accenture Song, the ‘Live to Tell the Tale’ campaign celebrates the larger-than-life tales that begin on the waterways of NSW – while grounding each adventure in a simple message: the best stories are the ones you live to tell.
Directed by Leilani Croucher of Revolver, the three films bring each adventure to life with the colour and conviction of a well-told sea story. Dramatic details heighten the storytelling, while the safety message remains rooted in reality: making it safely back to shore to tell it.
Each of the films is told by the person who lived it, mid yarn – a salty dog recounts a wrestle with the kraken, a jet ski rider tells of a ghost ship that sent him into shore at a safe speed, and a First Nations Uncle tells of the prized fish he nearly hooked on country – developed with First Nations-led consultancy YarnnUp.
“Instead of leveraging fear or employing finger waving messaging, we wanted to lean into the positive. Life on the water is adventure and excitement, and that’s what we want to preserve as much as the safety of it. Leilani and team did a brilliant job at creating this feeling on camera across three distinct tales,” said Droga5 ANZ principal director Kezia Quinn.
“Part of what people love about being on the water is the freedom, the adventure and the excitement. But to keep enjoying it, we need to respect the dangers, too. Because every great maritime story needs one thing above all else: someone who makes it back to tell the tale,” said Transport for NSW executive director NSW Maritime Nicole Watts.
‘Live to Tell the Tale’ will run across film, radio, outdoor, digital and social channels. Bespoke executions for First Nations audiences and priority culturally and linguistically diverse communities will follow.
CREDITS:
Client: Transport for NSW
Director, Campaigns: Julie Gillam
Senior Manager, Safety Campaigns: Elizabeth Maroun
Campaigns Manager: Amanda Condoluci
Campaigns Specialist: Nevenka Moulakas
Creative Agency: Droga5 ANZ, part of Accenture Song
ANZ Marketing Practice Lead, CEO of Droga5 ANZ: Matt Michael
Chief Creative Officers: Barbara Humphries & Damon Stapleton
Creative Directors: Max Rapley, Danny Pattison & Sam Chappell
Senior Copywriter: Lewis Clark
Senior Art Director: Loz Maneschi
Head of Production: Penny Brown
Senior Producer: Rebekah Lawson
Principal Director: Kezia Quinn
Group Business Director: Patrick Lynch
Senior Business Manager: Ingrid Zhang
Business Executive: Zipporah Susskind
First Nations Creative Consultation: YarnnUp
Production Company: Revolver
Director: Leilani Croucher
Managing Director / Co-Owner: Michael Ritchie
Executive Producer / Partner: Pip Smart
Senior Producer: Alex Kember
DOP: Jeremy Rouse
Production Designer: Helen Fitzgerald
Wardrobe: Olivia Simpson
Make up & Hair: Mat Hornby
Casting: Citizen Jane
Editorial/ Grade & Online: Scott Stirling
Sound: Massive Music
Stills Studio: Revolver
Stills Producer: Sophie Hattch
Photographer: Emma Elias
Retouching: Cream
Media Agency: OMD
Business Director: Melanie Kay
Head of Business Strategy: Paul Baker
Account Director: Rhys Davies
Senior Account Manager: Holly Caspers
Account Manager: Yolanda King
Media Implementation Executive: Samantha Conway
Media Implementation Executive: Emma Reece
