UNGIVEN GIFTS

Bronze Spike

Case Film

Presentation Board

TitleUNGIVEN GIFTS
BrandTRANSPORT ACCIDENT COMMISSION
Product / ServiceROAD SAFETY
CategoryA06. Use of Special Events And Stunt/Live Advertising
EntrantGREY MELBOURNE, AUSTRALIA
Entrant Company GREY MELBOURNE, AUSTRALIA
Advertising Agency GREY MELBOURNE, AUSTRALIA
Production Company GRAFFITI Melbourne, AUSTRALIA

Credits

Name Company Position
Michael Knox Grey Melbourne Executive Creative Director
Rohan Cooke Grey Melbourne Creative
Laura Petruccelli Grey Melbourne Creative
Kath Regan Graffiti Producer
Jodi Gubana Grey Melbourne Account Director
Randal Glennon Grey Melbourne General Manager
Kerrie Spaargaren Graffiti Director
Red Exhibitions Additional company
Studio57F1 Additional company

Results and Effectiveness

Photos and messages from the installation were shared online to accumulate a total reach of 1.1 million people, spreading the message of safe driving on Facebook, Twitter, Instagram and creativity blogs. Traditional media that covered the installation gave the campaign an additional reach of 2.4 million. At the end of December, Victoria had it’s lowest road toll in 90 years.

Creative Execution

The live exhibition was broadcasted on national news stations, as well as radio. Several stories behind each of the gifts were published in the press, interviewing the family and friends of those who lost their lives in previous years. The physical installation encouraged people to share the story online via Instagram, Facebook and Twitter, under the #ungivengifts hashtag. These images would later find their way onto hundreds of online blogs, continuing to spread the message of safe driving throughout the holiday season.

Insights, Strategy and the Idea

Christmas is the most dangerous time on Victorian roads. By the end of November 2013, 212 people had already lost their lives. We needed to remind Victorians to drive safely during the Christmas period. We created an installation of all the gifts that would not be given to those who had already lost their lives on Victoria’s roads. Behind each gift was a story of a life lost. People left written tributes at the installation, and thousands of messages encouraging one another to drive safely were shared online.