Clemenger BBDO Melbourne launched a new campaign for Transport Accident Commission emphasizing the importance of parental role models in determining childrens’ future driving behavior.
The 60-second “Strings” marks a drastic change in approach for Transport Accident Commission, which historically has relied on depicting car accidents to show the potential outcomes of poor driving decisions. “Strings,” on the other hand, the first work from Clemenger BBDO, doesn’t even have a car in it. Rather, it takes a simple but impactful approach to teach parents how their children are mirroring their driving behaviors. A child, attached to strings, mimics a series of driving gestures — such as checking his self phone for text messages, yelling at another driver and answering the phone. As the camera pans out, it is revealed his movements are controlled by his father in front of him, followed by the message, “What kind of driver are you raising?”
The shoot was not exactly easy to pull off, as Stephen de Wolf, Clemenger BBDO Melbourne creative director explains it involved “an intricate rig that linked our father and son, with professional puppeteers directing our talent,” with the spot filmed in a singled take, requiring “a perfectly timed and synchronised performance from both of them.”
Clemenger BBDO has carved out something of a niche for itself with thought-provoking driving PSAs such as “Local Legends” and “Mistakes,” so it’s no surprise that its Melborune division delivers a compelling take here for Transport Accident Commission.
Credits:
TAC
Amy Cockerell – Marketing Coordinator
Cherie Chandler – Marketing Project Manager
Samantha Buckis – Road Safety Project Coordinator
Samantha Cockfield – Senior Manager Road Safety
Clemenger BBDO Melbourne
James McGrath – Creative Chairman
Ant Keogh – Executive Creative Director
Stephen de Wolf – Creative Director
Jim Robbins – Senior Copywriter
Luke Thompson – Senior Art Director
Sharon Adams – Print Producer
Sonia Von Bibra – Executive TV Producer
Karolina Bozajkovska – Senior Agency TV Producer
Steve Pratt – Retoucher
Lee Simpson – Managing Partner
Naomi Gorringe – Group Account Director
Kate Joiner – Senior Account Manager
Patrick Nally – Account Executive
Production:
Tomas Mankovsky – Director (Blink)
Camilla Dehnert – Producer
Geoffrey Simpson – DOP/Cinematographer
Elodie Fouqueau – Editor
Lucinda Thompson – Designer
Duncan Horn – Flame Artist
Theodore Vidgen – Music Composer/Arranger
Stephen Boniface – Photographer (Match Photography)
Paul Le Coutier – Sound Designer/Engineer
Production Company – Finch/Blink (Co-production)
Post Production Company – Method Studio/Glassworks
Sound House – Flagstaff
Special/Visual Effects – Glassworks