MEET GRAHAM

Gold Spike

Case Film

Presentation Image

TitleMEET GRAHAM
ClientTRANSPORT ACCIDENT COMMISSION VICTORIA
Product / ServiceTRANSPORT ACCIDENT COMMISSION VICTORIA
CategoryA03. Augmented Mobile 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

The Campaign

Meet Graham, the only person designed to survive on our roads. Part interactive sculpture, educational tool, 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. 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. The 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. To bring this to life, and reveal what lay beneath his skin, we needed to create a unique augmented mobile experience.

Creative Execution

Visitors to Graham got to experience him in a unique way. Using Tango, Google’s augmented reality technology (a first in Australia) 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. Creating this functionality was not easy. Normally an AR experience on 3D objects requires visual tags, an impossibility as Graham is fine art. Instead we used Tango to map the entire room, then spatially plot the hot spots on him. While Tango was never meant to be used in this way, ultimately it was the only answer to this problem. The immersive experience became an important tool to educate future drivers as Graham was integrated into the school curriculum. Today, the interactive exhibition continues to tour regional areas where people are 4 times more likely to be involved in a crash.

To date 287,282 people have visited Graham in the flesh, with an 86% increase in gallery visitation and 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, 89% campaign message recall and 1.2 billion global impressions in week 1. Graham and his augmented reality experience have been adopted by the W.H.O. as the global face of road safety for 2017, meaning visitors to the W.H.O. in Geneva will be able to get beneath the skin of Graham for themselves. But the most important influence Graham has is on our future drivers, as he was integrated into the school curriculum.

Vulnerability isn’t necessarily a simple message. Beyond creating a better understanding of our own mortality, we needed to deliver complex information around subjects like kinetic energy and impact force. To do that we had to create a powerful ‘hook’ which then gave users avenues to learn more. While Graham is a visceral experience with a simple message, the real learning opportunity comes when you delve deeper into why he looks the way he does. People often reject safety messaging that talks at them – with Graham, we wanted to allow them to explore and discover and draw their own conclusions as to the dangers to the human body that a car crash poses.

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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