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TAC and RTSSV Give Voice to Road Trauma Victims in New ‘Left Unfinished’ Campaign via TABOO

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An integral part of the exhibition includes an immersive cutting-edge AR experience that brings to life the profound stories behind the items

TAC and RTSSV Give Voice to Road Trauma Victims in New ‘Left Unfinished’ Campaign via TABOO

TAC and Road Trauma Support Services Victoria (RTSSV) have launched an interactive exhibition called ‘Left Unfinished via TABOO, to deliver a powerful road safety message by showcasing everyday items belonging to Victorians whose lives were suddenly lost or forever changed on Victorian roads.

The exhibition is part of RTSSV’s ‘Shine a Light on Road Safety Week’ and will run from 15th November to 22nd November at the Melbourne Museum Plaza, and will then be on display within the TAC’s Road to Zero complex inside the Melbourne Museum until January 2021. The physical exhibit will feature seven items that each represent a story that was abruptly cut short or ‘left unfinished’ due to road tragedy and will serve as a tribute to the individuals, their families and loved ones, as well as a jarring reminder of our vulnerability on Victorian roads.

An integral part of the exhibition includes an immersive, cutting-edge AR experience that brings to life the profound stories behind the items. Created in collaboration with immersive technology creative agency, Unbnd, the AR experience will allow all Victorians to remotely navigate the objects, view video content and photo galleries for each story.

Jo Whyte, head of marketing and communications, TAC, said: “When road trauma occurs it’s never expected – it’s sudden, shocking and often final. We’re often only able to fully comprehend the reality of it in the mundane parts of life that were abruptly left unfinished. We think this is a timely and powerful reminder for all road users to never take their lives for granted on our roads.”

CEO of RTSSV, Bernadette Nugent, added: “RTSSV is honoured to be a part of this powerful and thought-provoking campaign, and we thank the brave storytellers for sharing their experience with road trauma. We hope that these stories prompt the community to stop and think about their driving behaviour so we can prevent more people from having hopes and dreams left unfinished.”

The physical exhibition will be supported by a strategic print, social and digital campaign to help amplify this important message.

“As much I dislike the word 'journey', there’s not many other words fitting enough to describe this project." concluded Nick Jamieson, ECD, TABOO. "It’s been a privilege and an honour working with the RTSSV and TAC to share these seven stories through such a powerful and immersive campaign designed to make all Victorians truly think about the decisions they make when they get behind the wheel.”

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Client

Client: Transport Accident Commission

Partnership Manager, Marketing and Communications: Candice McDonald

Partnership Coordinator, Marketing and Communications: Kath Regan

Manager, Media and Corporate Communications: Nicolas McGay

Media and Communications Advisor, Marketing and Communications: Alex White

Manager, Digital and Internal Communications: Bonnie Szymczak

Digital Communications Advisor: Mary Collins

Project Manager, Online: Bruce Honey

Client: Road Trauma Support Services Victoria

CEO: Bernadette Nugent

Marketing and Communications Coordinator: Bronwyn Saville

Community Engagement and Partnerships Coordinator: Fiona Elliott

Agency

Creative Agency: TABOO

ECD: Nick Jamieson

Senior Creative: Max Kennedy

Creative: Dane Falkström

UI Designer: Tim Shelley

General Manager: Matilda Hobba

Strategy Director / Partner: James Mackinnon

Senior Strategist: Tatum Ambler

Group Account Director: Kate Prowse

Account Directors: Suzi Williamson and Gill McPhee

Account Manager: Lily Anderson

Senior Producer: Sim Greentree

Producer: Hannah Cleary

AR

WebAR: Unbnd

Project Lead: David Loughnan

Interactive Producer: Dominique Cama

UX & 3D Lead: Erik Bernacchi

8th Wall & WebXR Integration: Ben Carr

Front-end Lead: Jimmie Friberg

Creative: Josh Parisi

Photogrammetry: StaplesVR

Production

Production Company: Positive Ape

Director: Michael Lutman

Producer: Jason Byrne

Production Manager: Jack Davies

DOP: Matt Jenkins

Offline Editor: Richard Hamer

Grade: Martin Greer

Online Editor: Thanassi Panagiotaras

Sound: Gusto Studio

Genres: People, Storytelling

Categories: Road safety, Corporate, Social and PSAs

TABOO, Tue, 17 Nov 2020 10:38:55 GMT