Clemenger BBDO Pulls ‘Strings’ for Transport Accident Commission

By Erik Oster 

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.



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


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