Transport Accident Commission (TAC): Every Speed Has A Consequence, 1

Credits & Description:

Entrant: Finch, Sydney
Brand: Transport Accident Commission Victoria
Corporate Name of Client: Transport Accident Commission Victoria
TAC Senior Manager, Road Safety: Samantha Cockfield
TAC Acting Manager, Safety: Samantha Buckis
TAC Manager, Marketing: Paula Vigorelli
Media Company: Mitchell & Partners, Melbourne
Agency Account Director: Naomi Gorringe
Agency Senior Planner: Matt Pearce
Agency: Clemenger BBDO Melbourne, Melbourne
Agency Creative Chairman: James McGrath
Chief Creative Officer: Ant Keogh
Creative Directors: Stephen de Wolf/Evan Roberts
Copywriter: Elle Bullen
Art Director: James Orr
Executive Agency Producer: Sonia von Bibra
Senior Agency Producer - TV: Lisa Moro
Agency Project Director: Kate Joiner
Production Company: FINCH, Paddington
Director: Christopher Riggert
Executive Producer: Corey Esse
Producer: Kate Merrin
Director of Photography: Lachlan Thomson
Post-Production Company: The Butchery, Sydney
VFX Company: Blackbird VFX, Surry Hills
VFX Supervisor: Nick Ponzoni
Blackbird Company - Colourist: Andrew Clarkson
Editing Facility: The Butchery, Sydney
Editor: Johanna Scott
Sound Design Company: PD Sound Design, Buckinghamshire
Sound Designer: Paul Davies
Music Production Company: Level Two Music, Sydney
Synopsis:
‘Rethink Speed’ is a new approach to the road safety issue of speeding. Rather than showing the consequence of one speed, this construct showed different degrees of risk at seven different speeds of a crash between a driver and boy. Each crash gets incrementally worse to reveal a speedometer of seven crashes – prompting the viewer to reflect on their responsibility in choosing the safest and most appropriate speed to travel at. Although it may not always cause a crash, speed is a factor in every crash. However, people had grown apathetic about the risks of speed. Compared to other issues, it isn’t seen to be that dangerous, and when they thought ‘speed’ they thought ‘speeding’ and ‘hoons’; not the speeds that they travel at.
The objective of this campaign was to get Victorian’s to think of speed as an issue relevant to their lives, no matter if they drive ‘too fast’ or not. Rather than tell people to ‘slow down’ or ‘speed kills’, we wanted to start a conversation about the risks that travelling at any speed poses. We launched this through ‘Rethink Speed’. Our launch film showcased a crash scenario between a driver and young boy on a bike. But rather than showing one crash at high speeds, we show seven different outcomes at seven different speeds; each getting incrementally worse. This showcased that ‘Every speed has a consequence’, and that it’s the responsibility of a driver to choose the right speed.