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    TAC and Clems launch ‘Driving tired? Wake up to yourself’ awareness campaign

    A new campaign for Victoria’s Transport Accident Commission (TAC) by creative agency Clemenger BBDO aims to give tired drivers a serious wakeup call and address the statistic that in Victoria, 16% to 20% of all fatal crashes can be attributed to fatigue.

    Centred around a hero film designed jolt the audience to attention, the campaign follows a new dad a his drive home, accompanied by the endline: “Driving tired? Wake up to yourself.”

    The basic tenet that underpins the campaign is the fact that “with under five hours’ sleep, you’re four times more likely to crash.”

    Richard Williams, Clemenger BBDO ECD, explained, “too often, drivers dismiss their own fatigue because they have no way of measuring it. Now, similar to how 0.05 measures drink driving, TAC have quantified what it means to be fatigued. It was a great jumping off point for the creative work.”

    Clemenger BBDO strategy partner Mike Ronkoske continued: “Most people know you can’t drive with a blood alcohol concentration (BAC) of 0.05 or more. Now there’s a BAC for sleep – less than 5 hours sleep could kill you. It’s a rule to live by.”

    The campaign runs until 30 June, with a particular focus on males aged 18 to 39 and those who are more likely to drive while tired. It will be supported by a media mix including OOH, bespoke social films targeting new parents, shift workers and university students, and shock-tactic inspired radio spots. 

    TAC CEO Tracey Slatter added: “Lack of sleep can dramatically affect our ability to drive safely, and this campaign will educate Victorians around the risks associated with driving tired and promote how much sleep you need before you are safe to drive.”

    The work follows the appointment Adrián Flores as Clems’ chief creative officer, announced earlier this month. Flores will return to Australia for the role after over a decade in international creative leadership roles.

    He replaces Jim Curtis, who left in September to become EVP, global executive CD at McCann New York.

    See also: Clemenger BBDO appoints Adrián Flores as CCO


    Client: TAC
    Senior Manager, Marketing & Media: John Thompson
    Team Manager, Marketing & Advertising: Nardia Brancatisano
    Campaign Manager, Marketing & Advertising: Katrina Nedeski
    Former Campaign Coordinator, Marketing & Advertising: Gemma Radbourn

    Creative Agency: Clemenger BBDO
    Executive Creative Director: Richard Williams 
    Junior Art Directors: Ben Bryan and Nathan Va
    Junior Copywriter: Ben Hall
    National Traffic Manager: Karen Kushinsky
    Strategy Partner: Mike Ronkoske
    Managing Partner: Jason Melhuish
    Group Business Director: James Kerr
    Business Manager: Tom von Stieglitz
    Account Executive: Caitlin Jackson
    Production Director: Lisa Moro
    Senior Broadcast Producers: Alana Teasdale and Jo Howlett
    Producer: Amalia Makris
    Senior Editors: Jennifer Cahir and Andy Packer
    Film Executive Producer, MADE THIS: Ainslee Littlemore
    Directors, MADE THIS: Jay Topping and Thomas Pollard
    Lead Producer, MADE THIS: Callum Smit
    Digital Executive Director: Claire Bisset
    Lead Digital Designer: Justin Tumilaar
    Digital Producers: Meera Srikanth & Rumi Guo
    Digital Developer: Andy Bui
    Head of Studio: Matt Gauci
    Retoucher: Mike McCall
    Finished Artists: Craig Jacques, Sam Tsui and Aseem Rishi

    Film Production: Good Oil
    Director: Nathan Price
    Executive Producer: Simon Thomas
    Producer: Claire Richards
    DoP: Germain McMicking
    Casting Director: Amy Mete, Nick Hamon Casting 
    Production Designer: Lucinda Thomson
    Offline Editor: Jack Hutchings, The Editors 
    Post Production House: Alt VFX
    VFX Supervisor/Flame Artist: Dave Edwards
    Post Production Producer: Celeste Fairlie
    Colourist: Fergus Rotherham
    Music: Antony Partos, Sonar
    Sound House: Squeak E Clean 
    Executive Producer: Ceri Davies
    Sound Design: Paul Le Couteur and Cam Milne 

    Photography production:
    Photographer: Christopher Tovo
    Producer: Andrew Zappia (99 Productions)
    Digi Op: Jake Lowe & Ilona Savchenko
    Camera Assistant: Liam Cullinane 

    Media Agency: OMD

    The post TAC and Clems launch ‘Driving tired? Wake up to yourself’ awareness campaign appeared first on Mediaweek.

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