Clemenger BBDO Melbourne
Wed, 08 Apr 2015 02:19:32 GMT
The Transport Accident Commission (TAC) and Clemenger BBDO Melbourne have launched a new campaign emphasising a simple fact: How a parent drives now can strongly influence how their children drive later.
Titled ‘Strings’, the campaign is based on research that shows that children start taking in their parents’ driving behaviours at an earlier age than most people would expect.
Samantha Buckis, TAC Road Safety project co-ordinator, says ‘Strings’ needed to find a way to empower parents to reflect on their own behaviour.
“Every time a parent gets behind the wheel, their children are watching their behaviour, both good and bad. By the time a child goes for their driving licence, their attitudes on the road have already started to form,” Buckis said.
This campaign marks a different approach for TAC, as ‘Strings’ does not depict a car accident or even use actual cars. Instead, characters are portrayed on a dark stage, with puppet strings representing the influence a parent has over their child’s future driving behaviour.
Clemenger BBDO Melbourne creative director Stephen de Wolf says the shoot was a highly complex operation.
“We designed an intricate rig that linked our father and son, with professional puppeteers directing our talent. The 60- and 30-second spots were filmed in single takes, so we required a perfectly timed and synchronised performance from both of them,” de Wolf said.
The campaign includes TV, OOH, print, digital, social and radio.
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Composer: Theodore Vidgen
Sound Design: Paul Le Coutier
Sound Production: Flagstaff
Editor: Elodie Fouqueau
Flame Artists: Duncan Horn
Post Production Company: Method Studio & Glassworks
Visual Effects: Glassworks
Director: Tomas Mankovsky
DOP: Geoffrey Simpson
Producer: Camilla Dehnert
Production Company: Finch
Photographer: Stephen Boniface (Match Photography)
Retoucher: Steve Pratt
Marketing Coordinator: Amy Cockerell
Marketing Manager: Cherie Chandler
Account Executive: Patrick Nally
Creative Agency: Clemenger BBDO Melbourne
Creative Chairman: James McGrath
Designer: Lucinda Thompson
Executive Creative Director: Ant Keogh
Executive Producer: Sonia Von Bibra
Group Account Directors: Naomi Gorringe
Managing Partner: Lee Simpson
Print Producer: Sharon Adams
Senior Account Manager: Kate Joiner
Senior Art Director: Luke Thompson
Senior Copywriter: Jim Robbins
Senior Producer: Karolina Bozajkovska
Categories: Road safety, Corporate, Social and PSAsClemenger BBDO Melbourne, Wed, 08 Apr 2015 02:19:32 GMT