Clemenger BBDO makes road deaths all about you

Francisco Cerros, is asked. “Last year 249 people died on Victorian roads. What do you think is a more acceptable number?’ His answer is 70. Then his 70 family members appear.

The Andrews Labor Government and the Transport Accident Commission (TAC) want zero road deaths each year. That means making people look at road deaths in a whole new way.

“We realise Towards Zero sets an ambitious target but unless we’re working towards the highest possible benchmark, Victorians will continue to lose loved ones to road trauma and we can never accept that. “If we’re not aiming for zero, we are saying to ourselves that there is an acceptable level of road trauma,” Minister for Roads and Road Safety, Luke Donnellan, stated at the second annual Towards Zero Road Safety Leadership Symposium.

He also launched Clemenger Melbourne’s Towards Zero road safety campaign, directed by The Glue Society’s Jonathan Kneebone…

…and its new mantra, There’s no one someone won’t miss.

Damn, it packs a punch.

It’s a new conversation. It’s not about “them”. It’s about you accepting the death of people you love. Or driving safely.

For the last 25 years, Victorians have seen ads with slogans like ‘if you drink and drive, you’re a bloody idiot’ or graphic imagery of crashes. Not any more.

Towards Zero makes Victorians consider what it would be like to lose their loved ones on the roads.

The star of the commercial, Victorian local Francisco Cerros is not an actor and he was not prepared for the sight of 70 of his closest family and friends walking around the corner. In an unscripted response, he was moved to tears when he saw the real life ramifications of accepting an annual death toll of 70.

Campaign credits:

Agency: Clemenger BBDO Melbourne

Creative chairman: James McGrath
Executive creative director: Ant Keogh
Creative director: Stephen de Wolf
Senior Planner: Matt Pearce

Director of Design: Jake Turnbull

Agency producer – print: Nicholas Short
Agency – executive producer – TV: Sonia Von Bibra
Senior agency producer TV: Emma Johnson
Senior agency producer digital: Ben Crowe
Art director: Luke Thompson
Copywriter: Jim Robbins

Director: Jonathan Kneebone @ The Glue Society
Producer: Helen Morahan
DoP/cinematographer: Ryley Brown