Victoria’s Transport Accident Commission (TAC) and Taboo have created a high-impact, interactive campaign encouraging all Victorians to play their part in making roads safer around Christmas.
The ‘This Christmas’ activation is filled with thousands of brightly coloured ribbons featuring messages written by real Victorians, to encourage us to all stay safe for the merriest Christmas both on and off the roads.
The public is invited to enter the space and choose a message that resonates with them, which they can either wear or attach to a bag or keyring, or give to friends and loved ones.
Along with the physical ribbons, people will have an opportunity to create and share their own personalised commitment messages via a Pixta Pod media wall.
The activation was produced in collaboration with award-winning Melbourne artist Ash Keating.
Keating’s work has been extensively exhibited in galleries both locally and internationally including the NGV, MONA, Melbourne’s NOTEL, Splendour in the Grass, the Museo de Arte Contemporaneo, Santiago, Chile and many more.
Taboo creative director Nick Jamieson said: “We felt there was something very powerful in using the words of real Victorians to remind each other that we all need to do our part in order to keep the roads safe this Christmas.
“This activation highlights TAC’s commitment to making road safety a shared responsibility and taps into the common emotions we all share over this period.
“Amongst the backdrop of communal stress and hurry, we want to get the community to stop and realise that, despite our diversity, we’re all connected by a deep desire to have a safe and happy festive season.”
The campaign launches today Friday 7 December in Southbank’s Queensbridge Square with the regional activation tour commencing from Sunday 16 December in Geelong.
Partnership project advisor: Sarah Henderson
Art director: Steph Kitchin
Copywriter: Claudia Sarosiek
Producer: Hannah Cleary
Strategy director: James Mackinnon
Senior account director: Kate Prowse
Senior account manager: Suzi Williamson
Account executive: Chloe Herbert
Production partner: Moth Design
Director: Kate Hannaford
Producer: Etta Curry