On our everyday journeys, we plan to pick our children up from school, to be at work on time for a meeting and to meet our friends at the beach. But no one plans for a crash. This new campaign from The Brand Agency targets all Western Australian road users and asks them to think about that very fact. Every time they walk out the door, they must make conscious decisions to make that journey safe.
The Road Safety Commission’s latest evolution of its “Make Every Journey Safe” platform was launched in December by Road Safety Minister, the Hon. Paul Papalia, with a 15m-long metal sculpture at Scarborough Beach depicting a vehicle crashed into the campaign line. This week sees the full roll-out of the remainder of the campaign across TV, BOD, cinema, audio, OOH, digital and social.
For the TV campaign, rather than just one TVC, there are five 30″ spots for each of the two featured households. The first house belongs to an everyday family; the other, a group of young housemates. Each 30″ spot joins a respective household as they discuss their plans for the day before leaving to embark on their everyday journey using different modes of transport. These realistic scenes are interrupted by an emotional ‘premonition’ from a concerned and grieving family member or loved one, before snapping back to everyday reality.
CREDITS
Road Safety Commission
Client: Rebecca Hamilton, Director Policy & Programs
Client: Joanna Hynes, Strategic Communications Officer
Client: Alisia Mumby, Campaigns Officer
Client: Kirsten Brent, Digital Communications Coordinator
The Brand Agency, Perth
Executive Creative Director: Dean Hunt
Senior Art Director: Niall Stephen
Senior Copywriter: Dan Debuf
Creative: Lachy Banton
Head of Brand Strategy: Hannah Muirhead
Account Management: Evan Murie, Brendon Lewis, David Svarc
Production/Design: Dan Agostino, Katrina Clayton, Angelica Garland, Marcie Greenall, George Cooke, Julian Farnan
Production Company: Clockwork Films & King Street Executive Producers: Katie Trew & Heath George
Senior Producer: Alan Robinson
Producer: Rylee Bannan
Production Coordinator: Rebecca McCarthy Director: Armand de Saint-Salvy
Talent: Warren Lyons, Cassie Young, Delilah Pettly, Michael Rainone, Alex Arco and Takia Morrison Continuity: Melissa Hayward 1st AD: John Fairhead
DoP: Patrick O’Sullivan First AC: Paolo Felici
2nd AC: Amelia Rose
B Cam: Elliott Nieves B Cam First AC: Meredith Lindsay VTR: David Attwell
VTR assist: Mason Truong Gaffer: Dan Spriggs Best Boy: Arif Defty Rashid
Elix Assist: Chris Martin
Elix Assist: Erin Guy Key Grip: Greg McKie
Grip Assist: Clint Lawrence
Grip Assist: Tim Green
Sound Recordist: Gavin Repton
Boom Op: Ben Cowman
Art Director: Murray Edwards
Props Buyer: Kaylee Higgott and Sally Phipps
Art Assist: Darrell Beck Wardrobe: Maria Papandrea
Wardrobe Assist: Hannah Letizia Hair and make-up: Kate Farmer Location Manager: Claire Burton and Rachel Hawkins
Unit Manger: Jakob Grasa
Production Assistant: Leslie Hornong
Audio Post: Cue Sound
