A new campaign for Victoria’s Transport Accident Commission (TAC) by creative agency Clemenger BBDO aims to give tired drivers a serious wakeup call and address the statistic that in Victoria, 16% to 20% of all fatal crashes can be attributed to fatigue.
Centred around a hero film designed jolt the audience to attention, the campaign follows a new dad a his drive home, accompanied by the endline: “Driving tired? Wake up to yourself.”
The basic tenet that underpins the campaign is the fact that “with under five hours’ sleep, you’re four times more likely to crash.”
Richard Williams, Clemenger BBDO ECD, explained, “too often, drivers dismiss their own fatigue because they have no way of measuring it. Now, similar to how 0.05 measures drink driving, TAC have quantified what it means to be fatigued. It was a great jumping off point for the creative work.”
Clemenger BBDO strategy partner Mike Ronkoske continued: “Most people know you can’t drive with a blood alcohol concentration (BAC) of 0.05 or more. Now there’s a BAC for sleep – less than 5 hours sleep could kill you. It’s a rule to live by.”
The campaign runs until 30 June, with a particular focus on males aged 18 to 39 and those who are more likely to drive while tired. It will be supported by a media mix including OOH, bespoke social films targeting new parents, shift workers and university students, and shock-tactic inspired radio spots.
TAC CEO Tracey Slatter added: “Lack of sleep can dramatically affect our ability to drive safely, and this campaign will educate Victorians around the risks associated with driving tired and promote how much sleep you need before you are safe to drive.”
The work follows the appointment Adrián Flores as Clems’ chief creative officer, announced earlier this month. Flores will return to Australia for the role after over a decade in international creative leadership roles.
He replaces Jim Curtis, who left in September to become EVP, global executive CD at McCann New York.
See also: Clemenger BBDO appoints Adrián Flores as CCO
Credits:
Client: TAC
Senior Manager, Marketing & Media: John Thompson
Team Manager, Marketing & Advertising: Nardia Brancatisano
Campaign Manager, Marketing & Advertising: Katrina Nedeski
Former Campaign Coordinator, Marketing & Advertising: Gemma Radbourn
Creative Agency: Clemenger BBDO
Executive Creative Director: Richard Williams
Junior Art Directors: Ben Bryan and Nathan Va
Junior Copywriter: Ben Hall
National Traffic Manager: Karen Kushinsky
Strategy Partner: Mike Ronkoske
Managing Partner: Jason Melhuish
Group Business Director: James Kerr
Business Manager: Tom von Stieglitz
Account Executive: Caitlin Jackson
Production Director: Lisa Moro
Senior Broadcast Producers: Alana Teasdale and Jo Howlett
Producer: Amalia Makris
Senior Editors: Jennifer Cahir and Andy Packer
Film Executive Producer, MADE THIS: Ainslee Littlemore
Directors, MADE THIS: Jay Topping and Thomas Pollard
Lead Producer, MADE THIS: Callum Smit
Digital Executive Director: Claire Bisset
Lead Digital Designer: Justin Tumilaar
Digital Producers: Meera Srikanth & Rumi Guo
Digital Developer: Andy Bui
Head of Studio: Matt Gauci
Retoucher: Mike McCall
Finished Artists: Craig Jacques, Sam Tsui and Aseem Rishi
Film Production: Good Oil
Director: Nathan Price
Executive Producer: Simon Thomas
Producer: Claire Richards
DoP: Germain McMicking
Casting Director: Amy Mete, Nick Hamon Casting
Production Designer: Lucinda Thomson
Offline Editor: Jack Hutchings, The Editors
Post Production House: Alt VFX
VFX Supervisor/Flame Artist: Dave Edwards
Post Production Producer: Celeste Fairlie
Colourist: Fergus Rotherham
Music: Antony Partos, Sonar
Sound House: Squeak E Clean
Executive Producer: Ceri Davies
Sound Design: Paul Le Couteur and Cam Milne
Photography production:
Photographer: Christopher Tovo
Producer: Andrew Zappia (99 Productions)
Digi Op: Jake Lowe & Ilona Savchenko
Camera Assistant: Liam Cullinane
Media Agency: OMD