Title | MATEMORPHOSIS |
Brand | MOTOR ACCIDENT COMMISSION OD SOUTH AUSTRALIA |
Product / Service | REGIONAL ROAD SAFETY |
Category | A16. Public Service, Charity & Fund Raising |
Entrant | CLEMENGER BBDO ADELAIDE, AUSTRALIA |
Entrant Company: | CLEMENGER BBDO ADELAIDE, AUSTRALIA |
Advertising Agency: | CLEMENGER BBDO ADELAIDE, AUSTRALIA |
Production Company: | 8COM Sydney, AUSTRALIA |
Name | Position |
---|---|
Greg Knagge/Geoff Robertson | Creative Director |
Jeremy Egerton | Copywriter |
Paul Stratton/Brenton Canty | Art Director |
Judi Oehem | Agency Producer |
Erik De Roos | Account Supervisor |
The campaign is made specifically for a regional audience. The strategy behind the campaign is to leverage the strong sense of mateship and community found in the country. The central idea behind the campaign is a fictitious affliction called Matemorphosis. Similar to the metamorphosis of a caterpillar to a butterfly, Matemorphosis describes the process whereby a mate can morph into a knob (or equally disparaging) as soon as he gets behind the wheel of a car. The campaign's television commercials feature people from regional communities who put forward a variety of humorous ways to tell a mate that his bad driving habits are unacceptable.