MEET GRAHAM

Gold Spike

Case Film

Presentation Image

TitleMEET GRAHAM
BrandTRANSPORT ACCIDENT COMMISSION VICTORIA
Product / ServiceTRANSPORT ACCIDENT COMMISSION VICTORIA
CategoryD04. Spatial Brand Installation & Experience
EntrantCLEMENGER BBDO MELBOURNE, AUSTRALIA
Idea Creation CLEMENGER BBDO MELBOURNE, AUSTRALIA
PR CLEMENGER BBDO MELBOURNE, AUSTRALIA
Production FLARE PRODUCTIONS BBDO Melbourne, AUSTRALIA
Production 2 AIRBAG PRODUCTIONS Melbourne, AUSTRALIA
Additional Company TRANSPORT ACCIDENT COMMISSION Geelong, AUSTRALIA

Credits

Name Company Position
James McGrath Clemenger BBDO Melbourne Creative Chairman
Ant Keogh Clemenger BBDO Melbourne Chief Creative Officer
Stephen de Wolf Clemenger BBDO Melbourne Creative Director
Evan Roberts Clemenger BBDO Melbourne Creative Director
George McQueen Clemenger BBDO Melbourne Art Director
Tom McQueen Clemenger BBDO Melbourne Copywriter
Matt Pearce Clemenger BBDO Melbourne Senior Planner
Sonia von Bibra Clemenger BBDO Melbourne Agency - Executive Producer
Tom Marley Finish Post Productions Editor
Raphalea Lee Finish Post Productions Editor
Stevo Williams Flagstaff Studios Sound Designer/Engineer
Jess Ramsey Clemenger BBDO Melbourne Digital Designer
Byron Scullin Level Two Music Music Composer/Arranger
Adrian Lander Adrian Lander Photography Photographer
Sylvain Simao Clemenger BBDO Melbourne Senior Full Stack Developer
Nichola Patterson Clemenger BBDO Melbourne PR
Lee Simpson Clemenger BBDO Melbourne Managing Partner
Naomi Gorringe Clemenger BBDO Melbourne Group Account Director
Kate Joiner Clemenger BBDO Melbourne Project Director
Sam Cockfield Transport Accident Commission Victoria Senior Manager, Road Safety
Cherie McMahon Transport Accident Commission Victoria Project Manager
Samantha Buckis Transport Accident Commission Victoria Acting Manager, Road Safety

The Campaign

Meet Graham, the only person designed to survive on our roads. Part interactive sculpture, educational tool and ultimately a catalyst for conversation, Graham shows us how humans would need to change to survive a car crash. Over several months a trauma surgeon and a road safety engineer collaborated with a world-renowned artist – Patricia Piccinini – using decades of road safety data, medical research and creativity to deliver evolution underpinned by evidence. During the process key weaknesses in the human body were identified and modified. Each physiological change was a new source of information, showing what happens to our bodies in common crash scenarios. Creating an emotional human connection to the complex, rational data.

Creative Execution

For Graham to be successful in creating discussion it was vital he wasn’t too repulsive or alien. While he was certainly very different, he also needed to be open, relatable and ultimately human. That is why his pose, his expression and indeed his name are all seemingly familiar. Graham is a visceral experience with a simple, unavoidable message - If you don’t look like Graham then you need to slow down on our roads. This meeting point of art, science and humanity, became an educational experience to discuss and learn about our vulnerability. Materials: Silicon, fiberglass, concrete, human hair and steel. “We’ve made a place for art where art normally doesn’t reside. Because high art is meant to be about esoteric ideas, it’s not meant to be about everyday issues like road safety. But it can be and perhaps it should be.” Patricia Piccinini

Indication of how successful the outcome was in the market

To date 266,233 people have visited Graham in the flesh, with an 86% increase in gallery visitation where ever Graham visited. 1 in 6 people in regional areas having seen the exhibition. Beyond the exhibit, Graham sparked a global road safety conversation. With over 10 million website visits in 5 days, 33 million campaign views in 24hrs and 89% campaign message recall. Graham has been adopted by the W.H.O. as the global face of road safety for 2017. An indication of direct impact on consumers comes from Google. Search for ‘Graham’ and the entire first page of web results, and first 15 images, are all of the ‘Meet Graham’ campaign, achieved organically through user action ($0 on SEO). But the most important influence Graham has is on our future drivers, as he was integrated into the school curriculum.

People understand that car crashes are traumatic, but as soon as you try to explain concepts like ‘kinetic energy’ or ‘impact force’ their eyes glaze over. So we went back to something every single road user could identify with; the human form. Throughout the process, decades of road safety data and medical research was interpreted and filtered by our key contributors Trauma Surgeon Christian Kenfield, Road Safety Engineer Dr David Logan and TAC’s own road safety researchers. This data helped identify the key weaknesses in the human body, which were then visualized by our artist, Patricia Piccinni. We then invited people to Meet Graham.

Links
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