A print advertising campaign by the Motor Accident Commission (MAC) of South Australia sets out to change drivers’ attitudes to low-level speeding by exposing the community problem that sits at the heart of it.
MAC Chief Executive Officer, Jerome Maguire says low level speeding is a dangerous community-wide issue due to the large number of drivers who speed by a small margin.
“Creeping over the speed limit has a contagious effect on drivers causing them to adopt higher speeds. So even though drivers may not be directly involved in a crash, they’re still contributing to the road trauma,” said Maguire.
Clemenger BBDO Adelaide Executive Creative Director, Karl Fleet said the main creative challenge was to change the community’s perception on an issue that the majority don’t actually perceive as being a problem.
“The community today considers illegal drink driving to be unacceptable, but that view doesn’t yet extend to low-level speeding, even when the crash risks are the same. We wanted to address this misperception head-on and make drivers understand we all play a part, whether you’re in a crash or not,” said Fleet.
The image was made possible with the help of Adelaide body paint artist Emma Hack, who gained global recognition for her work when she painted singers Gotye and Kimbra for the video of his hit song Somebody That I Used to Know. It took a total of 18 hours to create, using 17 men and women – each with up to five layers of paint applied to their bodies.
"Technically, it's probably the most difficult job I have ever done” said Ms Hack. “It's quite magical how it's turned out."
The artwork is currently being used on billboards, buses and newsprint across South Australia.
A behind the scenes video of the production can be viewed below:
Advertising Agency: Clemenger BBDO Adelaide
Client: Motor Accident Commission of South Australia