TAC - "Strings - Parental role modelling"

Clemenger BBDO Melbourne

Clemenger BBDO Melbourne Melbourne, Australie

Awards

14888

Cette création fait partie de la Collection Act Responsible

Marque: TAC
Pays: Australie

Annonceur: Transport Accident Commission TAC

Titre	Strings - Parental role modelling
Agence	Clemenger BBDO Melbourne
Campagne	Strings - Parental role modelling
Annonceur	Transport Accident Commission TAC
Marque	TAC
Date de première diffusion/publication	2015 / 4
Secteur d'activité	Sécurité Routière
Slogan	make every drive a good example
Synopsis	When you drive, you set an example for everybody in the car -- including the little ones. That's the message behind Victoria's Transport Accident Commission's jarring campaign called "Strings," featuring an eerie boy puppet.
Philosophie	In the Australian spot created out of Clemenger BBDO and directed by Tomas Mankovsky, a boy mimes driving a car, his appendages attached to mysterious strings. He texts, yells at other drivers and even swerves -- mimicking what seems to be a real, disgruntled driver's every move. The camera pans out and reveals that the child's strings are attached to his father, the "master" behind his son's every move. "What kind of driver are you raising?" appears as the video ends, driving home the message that parents set an example for drivers of the future. The agency worked with professional puppeteers to ensure the spot could be filmed in a single take. The Transport Accident Commission, or TAC, has been advertising for 25 years, and is known for its edgy, dark approach to road safety messaging. This ad is meant to be a new, more positive approach to road safety, although it still does read as pretty disturbing. Past efforts from the TAC include the Homesafely campaign from 2012, which encouraged drivers to put down cell phones while driving.
Type de média	Télévision
Longueur	60 seconds
Maison de production	Finch
Marketing Coordinator	Amy Cockerell
Marketing Project Manager	Cherie Chandler
Road Safety Project Coordinator	Samantha Buckis
Senior Manager Road Safety	Samantha Cockfield
Creative Chairman	James McGrath
Directeur de la création	Ant Keogh
Directeur de création	Stephen de Wolf
Senior Copywriter	Jim Robbins
Senior Art Director	Luke Thompson
Producteur print	Sharon Adams
Executive Producer of TV	Sonia Von Bibra
Senior Agency Producer of TV	Karolina Bozajkovska
Retouche	Steve Pratt
Directeur associé	Lee Simpson
Group Account Director	Naomi Gorringe
Réalisateur	Tomas Mankovsky
Producteur	Camilla Dehnert
DOP/Cinematographer	Geoffrey Simpson
Monteur	Elodie Fouqueau
Designer	Lucinda Thompson
Flame Artist	Duncan Horn