THE BOOSTER TAG

TitleTHE BOOSTER TAG
BrandRACV AND TAC
Product / ServiceROAD SAFETY
CategoryC01. Brand & Communications Design
EntrantCHE PROXIMITY Melbourne, AUSTRALIA
Idea Creation CHE PROXIMITY Melbourne, AUSTRALIA
PR CHE PROXIMITY Melbourne, AUSTRALIA
Production GUILTY CONTENT Melbourne, AUSTRALIA
Post Production GUILTY CONTENT Melbourne, AUSTRALIA

Credits

Name Company Position
Ant White CHE Proximity Chief Creative Officer
Glen Dickson CHE Proximity Executive Creative Director
Amy Weston CHE Proximity Creative Director
Chris Andrews CHE Proximity Creative Director
Deb Frenkel CHE Proximity Senior Copywriter
Tim McPherson CHE Proximity Design Lead
Trent Roberts CHE Proximity Head of Design
Adam Lord CHE Proximity Senior Digital Designer
Holly Alexander CHE Proximity Director, Strategic Production
Elena Szymanski CHE Proximity Producer
Matt Thompson CHE Proximity Sound Engineer
Cassy Vincent CHE Proximity Online Editor
Matt Bladin CHE Proximity Social Creative
Phoebe Sloane CHE Proximity Social Creative
Genevieve Brown CHE Proximity Social Creative
Chris Howatson CHE Proximity Chief Executive Officer
Sarah Raine CHE Proximity Client Partner
Emily Gray CHE Proximity Group Account Director
Henrietta Corley CHE Proximity Account Director
Sarah Cox CHE Proximity Senior Account Manager
David McNeil CHE Proximity Retoucher
Josh Fikret CHE Proximity Retoucher
Nigel Harvey CHE Proximity Finished Artist
Georgia Wright CHE Proximity Director, PR
Judy Crema CHE Proximity Senior Account Director - PR
Romina Favero CHE Proximity Senior Account Manager - PR
Hoang Nguyen CHE Proximity Director, Engineering
David Cooper CHE Proximity Technology Program Director
Nicole Jones CHE Proximity Technology Project Manager
Campbell Ding CHE Proximity Senior Front-end Developer

Cultural / Context information for the jury

Australian parents don’t really know when they should take their kids out of a booster seat. While the law says children should be 7 years old before they can leave their booster seat, health and safety guidelines state they should be at least 145cm tall. Not all 7-year-olds are over 145cm, in fact, only 3% of kids reach this height by their 7th birthday. So if parents really stick to the letter of the law, their child could be at risk of serious or even life-threatening injuries in the event of a crash. Unfortunately, there have been countless child injuries and deaths, because of this confusion.

Tell the jury about the illustration.

The Booster Tag utilises the aesthetic of familiar garment care instructions. The Booster Icon is designed to look like a happy face, in the shape of a booster seat icon. It appears on the neck tag near the size number - so when parents are choosing kids clothing sizes and they see the Booster Tag icon, they’ll know that if their kids fit the garment, they should still travel in a booster seat.

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