MEET GRAHAM

Short List
TitleMEET GRAHAM
ClientTRANSPORT ACCIDENT COMMISSION VICTORIA
Product / ServiceTRANSPORT ACCIDENT COMMISSION VICTORIA
CategoryA09. Public Sector
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

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 using decades of road safety data, medical research and creativity to deliver evolution underpinned by evidence. Their goal was to create a visceral experience with a simple, unavoidable message. If you don’t look like Graham then you need to slow down on our roads. During the process key weaknesses in the human body were identified and modified. Each change told a new story, showing what happens to our bodies in common crash scenarios.

Creative Execution

In July 2016, people were invited to Meet Graham via digital and real world experiences. Visitors to the experience benefited from a unique mobile experience. Tango, Google’s augmented reality technology, was used for the first time in Australia, allowing visitors to go beneath his skin and better understand his anatomy. Each physiological change was a new source of information showing what happens to your body in a crash. For those that couldn’t meet Graham in the flesh, social and online comms encouraged people to visit www.meetgraham.com.au. This channel replicated the in-person experience in every way, providing visitors with the interactive tools to explore him in 360 degrees, to understand his physiology and the forces that come into play during a car crash. As Graham was part of the school curriculum, the site also served as a portal for educators to obtain lesson ideas in subjects spanning science, arts and civics.

To date 287,282 people have visited Graham in the flesh, with an 86% increase in gallery visitation where ever he went. Beyond the exhibit, Graham sparked crucial road safety conversation: • 10 million website visits in 5 days • 89% campaign message recall • 1.2 Billion earned media impressions in the first week, with a paid media budget of $0 • #1 Trending topic on Reddit, Twitter and Facebook. Generated $29 million dollars in earned media against a paid media budget of $0 Graham has been adopted by the W.H.O. as the global face of road safety for 2017. An indication of the cultural impact comes from Google. Search for ‘Graham’ and the entire first page of web results, and first 15 images, are all our Graham, 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 school curriculums

Meet Graham is a simple idea that used a unique event/exhibition to start a conversation through influencers, social content and a digital media execution. The digital execution replicated the in-person experience to ensure a campaign reach far beyond only those who were able to meet Graham in the flesh.   All of this combined to achieve our client’s ultimate goal of creating real-world conversation that went beyond just advertising.

Insights, Strategy and the Idea

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, makingit the centre point of our experience; the human form. 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 Piccinini. Our exhibition, where people could meet Graham in the flesh, would be our campaign hero and we would use the buzz generated and our social comms to drive a wider audience to a digital experience that replicated what you learnt in person.

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
Links
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