VicRoads has announced it has appointed Icon Agency to produce the next phase of its ongoing ‘Travel Happy’ campaign following a competitive pitch.
‘Travel Happy’ is a long-term road safety initiative targeting all road users. It aims to influence change on Victorian roads by concentrating on emotions like frustration or anger which act as catalysts to unsafe behaviour.
Icon will be responsible for delivering the creative strategy, creative platforms and campaign implementation through direct stakeholder engagement, PR and social media.
Melanie Rutley, senior marketing adviser of communications and stakeholder engagement at VicRoads, said: “We are constantly trying to promote respect on the roads. We felt that Icon Agency presented a fresh approach to the creative and is the ideal partner to develop the next phase of the campaign from June onwards.”
In a joint statement, Icon creative directors Rod Clausen and Ed Bechervaise said: “We are putting these wins down to the recent revamp of our creative philosophy. At the heart of this campaign is an inspiration platform that appeals to deeper social motivations and a call to action to be part of something bigger.
“This is the kind of work we love – it’s all about inspiring people with possibility to create long-term positive behaviour change.”
Icon co-founder and managing director Joanne Painter added: “We are confident that the beautiful ‘pay it forward’ philosophy behind this campaign will bring about positive changes in the way Victorians share the road.
“The creative concepts are so powerful that we can easily imagine the campaign being adopted by all road users whether they are motorists, cyclists, pedestrians, truck drivers or motorcyclists, nationwide.
“We have established a really robust portfolio of travel and transport clients based on the strength of our creativity, the authentic integration of our digital, creative and PR teams, and our second-to-none experience in behavioural change campaigns.”
Icon’s appointment by VicRoads comes hot on the heels of other recent new business wins for the agency across digital, creative and PR, including the City of Stonnington’s $60-plus million urban parkland development, ME Bank, Maurice Blackburn Lawyers, WorkSafe, VicRoads Swan Street Bridge Upgrade, and VicRoads Freeway Management System.
Twitter has just experienced its fastest growth in revenue since 2014, with the social media platform benefiting from increased interest from advertisers. Revenue was up 74 per cent YoY, according to the company’s Q2 results, reaching $US1.19 billion ($1.6 billion) from $US683.4 million ($925 million) 12 months ago. The strong results came in the same […]
Wild Turkey has announced the launch of its new global creative campaign and platform, ‘Trust Your Spirit’, featuring the brand’s creative director and spokesperson, Matthew McConaughey. The global campaign and platform ‘Trust Your Spirit’ is to encourage people to be bold, unapologetically themselves, and stay true to who they are. The global tagline and ethos […]
Telecommunications company Optus has announced it will launch the world’s first TikTok sign-language activated filter. Featuring Optus ambassador Ian Thorpe, Optus will unveil a branded effect that shows TikTok users how to say key phrases in Auslan sign language, including ‘How are you?’ and ‘It starts with Yes’, through the hashtag challenge #SignYes. Optus will […]
Podsights has revealed new insights into the effectiveness of advertising in podcasts, tracking global and Australian podcast advertising trends. This is the first Australian report to be published since ARN partnered with Podsights to set the standard for best-in-class podcast advertising measurement. The report includes additional analysis and follows a series of Measurement Masterclasses held for […]
NGEN’s 2021 charity cup has raised over $175,000 for UnLtd charity partner Gotcha4Life. Gotcha4Life is a not-for-profit foundation raising awareness and funding to provide educational workshops and innovative programs that build mental fitness in individuals and communities. While Sydney and Brisbane completed the Charity Cup in June, before Covid restrictions hit, the final leg in […]
Australian tech incubator Cicada Innovations and Biennale of Sydney are launching the ‘New & Sustainable Materials Challenge,’ in an effort to create a more sustainable future. The works of chosen material-makers will be showcased to millions of Biennale audiences, exhibition partners, and exhibition makers globally. The Challenge is open to any Australian and UK startups, […]