How do you stop young, reckless, overconfident drivers from deliberately defying the road rules? You take away the only thing they care about - their freedom - and you hand them over to their Mothers. Agency: 303 MullenLowe, Perth.
'Time with Mum' follows our license loser, Nate 'Dawgg', over 90 days of passenger seat hell with his Mum firmly in the driver's seat. His independence, social life and even front seat status slowly evaporate after losing his license.
Directed by Tony Rogers (director of cult TV series Wilfred), 12 scenes will play out over 12 weeks to give young viewers the experience of a real-time license suspension period. Young drivers can also feel Nate’s pain through his passenger seat social posts, as well as TV, cinema, radio and an outdoor campaign to follow.
Richard Berney, Executive Creative Director at 303 MullenLowe Perth, says: "The horror of choreographed crash scenes has nothing on the emotional stopping power of your own mother’s taste in music. Nate is the perfect anti-hero for young drivers who crave control of their love lives, work weeks, and passenger side windows."
Media: Integrated
Category: Government
Client: Road Safety Commission
Agency: 303 MullenLowe, Perth
Production: Guilty Content
Director: tony rogers
Executive Creative Director: Richard Berney
Agency Producer: Kelly Dobbin
Head of Strategy: Derry Simpson
Creative Team: Tommy Medalia, Joe Hawkins
Head of Digital: Pete Liddell
Digital Team: Amy Doherty, Claeton Metaxas
Business Director: Todd Baker
Business Manager: Emma Bajrovic
Producer: Jason Byrne
Production Manager: Alex Sturman