Transport Accident Commission (TAC) Ambient, Case study A PLACE TO REMEMBER by Grey Melbourne

A PLACE TO REMEMBER

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Industry Traffic safety
Media Ambient, Case study
Market Australia
Agency Grey Melbourne
Creative Director Nigel Dawson
Art Director Peter Becker
Copywriter Michael Knox
Producer Kerrie Spaaragaren, Kath Regan
Photographer Eve Wilson
Account Supervisor Randal Glennon, Jodi Gubana
Released March 2013

Awards

Cannes Lions 2013
Outdoor Lions Ambient; Special Build Silver

Credits & Description

Client TRANSPORT ACCIDENT COMMISSION
Product ROAD SAFETY
Entrant GREY MELBOURNE, AUSTRALIA
Type of Entry Sales Promotion: Product/Service
Category Public Service, Charity & Fund Raising
Title A PLACE TO REMEMBER
Product/Service ROAD SAFETY
Entrant Company : GREY MELBOURNE, AUSTRALIA
Advertising Agency : GREY MELBOURNE, AUSTRALIA
Juan Lozano Juan Lozano Design/Communication Designer
Eve Wilson Eve Wilson Photography Photographer
Kath Regan Graffiti Producer
Kerrie Spaargaren Graffiti Director
Jodi Gubana Grey Melbourne Account Director
Randal Glennon Grey Melbourne General Manager
Michael Knox Grey Melbourne Copy Writer
Peter Becker Grey Melbourne Art Director
Nigel Dawson Grey Melbourne Creative Director
Michael Knox Grey Melbourne Executive Creative Director
Alternative Title: THE LONG TABLE
DESCRIBE THE BRIEF FROM THE CLIENT:
The road toll is an easy number to disregard. Unless it affects you personally it’s just another statistic. We wanted to provoke a conversation about road safety that would see people encourage each other to stay safe on the roads.
DESCRIBE HOW THE PROMOTION DEVELOPED FROM CONCEPT TO IMPLEMENTATION:
We needed road safety to become a shared responsibility amongst all drivers. The road toll is just another statistic and unless it effects you personally it is easy to ignore.
So three weeks before Christmas, amongst the hullabaloo of Christmas shopping and office parties we built a table, and set a place for everyone who had died on our roads in 2012.
DESCRIBE THE SUCCESS OF THE PROMOTION WITH BOTH CLIENT AND CONSUMER INCLUDING SOME QUANTIFIABLE RESULTS:
The hashtag #aplacetoremember was displayed and people used this on twitter and instagram. Hundreds of photographs, countless blogs, stories and comments were shared. Tributes were left at the table as people encouraged one and other to drive safely over the holiday period. The Long Table's message was spread by news services who ran the story nationally. Over 270,000 people visited the long table. It was seen by a TV audience of over one and a half million. The Long Table helped Victoria achieve its lowest road toll on record.
EXPLAIN WHY THE METHOD OF PROMOTION WAS MOST RELEVANT TO THE PRODUCT OR SERVICE:
The road toll is not a popular subject. There are so many nicer things to talk about, especially at Christmas. But we needed to start a conversation about road safety that would see people encouraging one and other to drive safely.