Title | RIPPLE EFFECT |
Brand | TRANSPORT ACCIDENT COMMISSION |
Product / Service | ROAD SAFETY AWARENESS |
Category | A16. Public Service, Charity & Fund Raising |
Entrant | GREY MELBOURNE, AUSTRALIA |
Entrant Company: | GREY MELBOURNE, AUSTRALIA |
Advertising Agency: | GREY MELBOURNE, AUSTRALIA |
Production Company: | EXIT FILMS Melbourne, AUSTRALIA |
Name | Position |
---|---|
Ant Shannon | Executive Creative Director |
Nigel Dawson | Creative Director |
Nigel Dawson | Copywriter |
Peter Becker | Art Director |
Sandi Gracin | Agency Producer |
Wilf Sweetland | Producer |
Mark Molloy | Director |
Rohan Zerna/Peter Sciberras/Jack Hutchings | Editor |
Phil Kenihan/Front Of House | Sound Design/Arrangement |
Iloura | Post Production |
Rem: Everybody Hurts | Music |
Adam Arkapaw/Germaine Mcmicking/Ryley Brown/Ari Wegner | Director Of Photography |
The Butchery | Editing Company |
Randal Glennon | Business Director |
Marisa Jones | Account Director |
Speeding drivers are the biggest killers on Victorian roads. And while young drivers make up 13% of licence holders, they account for 27% of fatalities. We needed to get to these ‘invincibles’ with a new approach. And the evidence suggested that they would take note of a message that showed just how many people are affected by their moment of recklessness. It became ‘The Ripple Effect’. Luke Robinson died on March 28th 2010. 26 stories were told by those affected; they range from his immediate family, workmates, passengers in the car and close friends to the local newsagent, the mortician, and the police and emergency services. All were the real people involved. These commercials were scattered arbitrarily and the effect grew as viewers saw more and more of them. After two weeks this 3 minute commercial pulled all the stories together.