Motorcyclists are a vulnerable group of road-users with statistics showing that 346 motorcyclists were killed or seriously injured on Western Australia’s roads in just one year.
Yet despite these figures, many riders still let safety take a back seat whilst they ride.
Research shows that the majority of motorcyclists don’t need to be told what to do and how to stay safe on the road because deep down they already know – they just don’t practice it.
So rather than trying to tell them again, this campaign for the Road Safety Commission takes a less confrontational approach by using humour to get motorcyclists talking about their own safety.
The three executions see a reputable motorcycle shop rigged with hidden cameras and stocked with a variety of ridiculous, fake safety products such as adult training wheels and an airbag fitted to the handle bars of a bike.
The candid cameras captured real motorcyclists’ reactions – and started their own conversations about safety.
Executive creative director Marcus Tesoriero said: “I can’t believe we pulled this off so sweetly.
“The reactions from motorcyclists to our insane safety inventions were absolute gold”.
Tesoriero added: “It really caught their attention and began a conversation about our clear, safety message.
“You don’t need any of the crazy stuff, you just need to wear MotoCAP approved gear, look for bikes with ABS and ride to the conditions”.
The videos are part of an integrated campaign which includes programmatic video, native video, social and display advertising.
Client: Roger Farley, Assistant Director Strategic Communications
Client: Alisia Mumby, Campaign Project Officer
Agency: The Brand Agency, Perth
Executive Creative Director: Marcus Tesoriero
Copywriter: Lachlan Banton
Art Director: Niall Stephen
Agency Producer: Lauren Billingham
Strategy Director: Hannah Muirhead
Account Management: Brendon Lewis, Natalie Pearson, Evan Murie, Stephanie Gotch-Martin
Production Company: King Street
Producer: Lauren Billingham
Director: Paul Komadina
Post-production: Frances Elliott (King Street)
Post-production Behind the scenes: Peter Townsend
Audio: Mike Fragomeni (Cue Sound)
Union, WPP AUNZ’s bespoke national group model created to service Bankwest, has launched a new national brand campaign for the visual-style terms and conditions the financial institution developed with the University of WA in a bid to make T&Cs more engaging for customers. Bankwest has rolled out visual terms and conditions for its Bankwest Easy […]
Adland doesn't appear to function much before 11am, so it's hats off to these early birds who had to set the alarm.
The first ever web series to be funded by both Screen Australia and Film Victoria for TikTok, will launch on May 17. Produced by Hayley Adams and Michelle Melky, and directed by Logan Mucha, Scattered is a new queer drama comprised of 38 x 1-minute daily eps. It follows three best friends, Jules, Sami and […]
Schwartz Media will extend its audio offering with a new culture podcast. Building on the success of its flagship daily news podcast 7am, and it’s growing arts and culture coverage, Schwartz Media is launching new podcast The Culture at the end of the month. Award-winning journalist, editor of 7am and pop-culture obsessive Osman Faruqi will […]
Building a connection with existing customers is just as integral to any marketing strategy as winning new ones, but how do we turn customers into spokespeople for our brands? By Peggy de Lange, VP of international expansion at Fiverr It’s a well-known rule of thumb that it costs 5-times more to get a new customer […]
In the next instalment of the ‘Proudly Ordinary’ campaign for Tooheys Extra Dry, Lion and 72andSunny continue their partnership with work from Vice and Aaron Gocs (Gocsy). Gocsy is a beloved icon of Australian outsider comedy who creates content for Vice and his own broadcast channels. As part of the highly successful ‘Proudly Ordinary’ brand […]