TAC - "Strings - Parental role modelling"

Clemenger BBDO Melbourne

Clemenger BBDO Melbourne Melbourne, Australia

Premios

14862

This ad is part of the ACT Responsible Collection

Marca: TAC
País: Australia

Anunciante: Transport Accident Commission TAC

Título	Strings - Parental role modelling
Agencia	Clemenger BBDO Melbourne
Campaña	Strings - Parental role modelling
Anunciante	Transport Accident Commission TAC
Marca	TAC
Fecha de primera difusión/publicación	2015 / 4
Sector Empresarial	Seguridad Vial
Lema	make every drive a good example
Sinopsis	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.
Filosofía	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.
Medio	Televisión
Duración	60 seconds
Productora	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
Director ejecutivo de creación	Ant Keogh
Director creativo	Stephen de Wolf
Senior Copywriter	Jim Robbins
Senior Art Director	Luke Thompson
Print Producer	Sharon Adams
Executive Producer of TV	Sonia Von Bibra
Senior Agency Producer of TV	Karolina Bozajkovska
Retocador	Steve Pratt
Managing Partner	Lee Simpson
Group Account Director	Naomi Gorringe
Realizador	Tomas Mankovsky
Productor	Camilla Dehnert
DOP/Cinematographer	Geoffrey Simpson
Montador	Elodie Fouqueau
Diseñador	Lucinda Thompson
Flame Artist	Duncan Horn