Most road deaths and injuries are preventable. The problem for The Road Safety Commission is that people don’t really believe it. Road safety doesn’t make the cut as an issue the public feels they can do something about.
The Road Safety Commission and The Brand Agency set out to inspire a genuine belief that zero deaths on our roads are possible using a wrecking ball as a metaphor to explain the complexities of the safe system people can use to avoid road deaths and serious injuries avoidable.
The wrecking ball was set free to crash through a number of walls with the ad’s presenter at the end of its path. If you want to get people’s attention, do this. It works.
The Safe System is a series of interactions between different types of road users, roads and roadsides, travel speeds, and safe vehicles. It recognises that people will always make mistakes and may have road crashes – but the system should be forgiving and those crashes should not result in death or serious injury.
Executive creative director, Marcus Tesoriero, commented, “We wanted to create a powerful visual metaphor that would quickly communicate how all four layers of road safety work together to protect motorists against certain death and serious injury. Naturally, we decided to swing 200kg wrecking ball at our talent – and she walked away from it.”
The videos are part of an education campaign which includes online content and will include mass media later this year.
Creative Agency: The Brand Agency Perth
Executive Creative Director: Marcus Tesoriero
Copywriter: Lachy Banton
Art Director: Niall Stephen
Senior Strategist: Hannah Muirhead
Account Management: Brendon Lewis, Evan Murie & Stephanie Gotch-Martin
Production Company: King Street
Director: Torstein Dyrting
Producer: Lauren Billingham
Editor: Peter Townsend
Audio: Soundbyte Studios
Client: Road Safety Commission
Assistant Director Communications & Engagement: Roger Farley
Campaign Project Officer: Alisia Mumby