The Transport Accident Commission (TAC) launched a new campaign, ‘Crossroads’, warning motorists against making the wrong choice when getting behind the wheel.
The campaign, created by Clemenger BBDO, FINCH, and Flint Studios, demonstrates the dangerous outcomes drivers may be faced with if they choose to do the wrong thing on our roads.
Crossroads focuses on two of contributors to road trauma – drink driving, which contributes to around 20 per cent of fatalities, and speed, which plays a role in around 30 per cent of road deaths in Victoria.
Launched across TV, VOD, OOH, print, social and audio the campaign aims to raise awareness of the heightened police presence during the festive season and to demonstrate the many methods they deploy to ensure Aussies get home safely.
“This impactful campaign is a reminder of how quickly drink-driving or speeding can turn a holiday into tragedy – and the role police play in ensuring we all make it to our destinations safely,” TAC chief executive officer Tracey Slatter said.
Directed by Christopher Riggert, and working in close consultation with Victoria Police, Fire Rescue Victoria, Ambulance Victoria, and TAC crash experts, the campaign features two hero films where the driver is transported to an ominous point of decision.
In film one, we see the impact drinking then driving has on a father and his family after heading home from a family barbecue. Down one road he is pulled over by a patrol car, down another he runs into a booze bus, and down the third we see the worse outcome possible.
In the second film, we see the results speeding can have on a young group of friends heading down the coast for the weekend. Down one road they face a police speed gun, down another they’ve been pulled over, and in the third the car is flipped with the driver and his friends hanging upside down, severely injured.
The campaign is a reminder that decisions on the road don’t only impact those in the car and to think of those we hold dearest before making the choice to get behind the wheel.
Each scene features real world emergency services personnel, who were consulted to ensure the scenarios were representative of the scenes they’re often faced with on Victoria’s roads.
Photographed by Andreas Smetana, the stills campaign reconstructs real-world crash scenarios. Additional imagery was created by Guy Shield – evolving the black and white world of TAC messaging to include coloured illustration.
The collaboration between agency, production, emergency services and technical crew was critical in establishing these scenes and delivering imagery that feels true to real-world first-response environments.
CREDITS
Client: TAC – Transport and Accident Commission
Executive General Manager Community: Jacqui Sampson
Senior Manager Marketing, Sponsorships & Engagement: Ange Hann
Strategic Marketing Lead: Philip Askew
Former Team Manager: Michael Knox
Campaign Manager: Katrina Nedeski
Marketing Coordinator: Emily Skinner
Road Safety: Samantha Buckis
Road Safety: James Plumridge
Road Safety: Dr. David Young
Monash Research: David Logan
Agency: Clemenger BBDO
Film Production: FINCH
Stills Production: Flint
Illustration Production: Jacky Winter
