Transport Accident Commission (TAC) Design & Branding, Case study Meet Graham [image] 4 by Clemenger BBDO Melbourne

Meet Graham [image] 4

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Industry Traffic safety
Media Design & Branding, Case study
Market Australia
Agency Clemenger BBDO Melbourne
Chief Creative Officer Ant Keogh
Creative Director Evan Roberts, Stephen De Wolf
Art Director George Mcqueen
Copywriter Tom Mcqueen
Photographer Adrian Lander
Production Airbag Productions
Production Flare
Released October 2016

Awards

Cannes Lions 2017
Cyber Campaign: Integrated Multi-Platform Campaign (Online & Offline) Gold Lion
Cyber Web Campaign: Public Sector Gold Lion

Credits & Description

Title: Meet Graham
Agency: Clemenger Bbdo Melbourne
Brand: Transport Accident Commission Victoria
Country: Australia
Entrant Company: Clemenger Bbdo Melbourne
Advertising Agency: Clemenger Bbdo Melbourne
Pr Agency: Clemenger Bbdo Melbourne
Production Company: Flare Productions Bbdo, Melbourne / Airbag Productions, Melbourne
Creative Chairman: James Mcgrath (Clemenger Bbdo Melbourne)
Chief Creative Officer: Ant Keogh (Clemenger Bbdo Melbourne)
Creative Director: Evan Roberts (Clemenger Bbdo Melbourne)
Creative Director: Stephen De Wolf (Clemenger Bbdo Melbourne)
Senior Planner: Matt Pearce (Clemenger Bbdo Melbourne)
Executive Producer: Sonia Von Bibra (Clemenger Bbdo Melbourne)
Digital Producer: Allan Ngo (Clemenger Bbdo Melbourne)
Pr Director: Nichola Patterson (Clemenger Bbdo Melbourne)
Senior Full Stack Developer: Sylvain Simao (Clemenger Bbdo Melbourne)
Art Director: George Mcqueen (Clemenger Bbdo Melbourne)
Copywriter: Tom Mcqueen (Clemenger Bbdo Melbourne)
Dop/Cinematographer: Drew Dunlop (Flare Prodcutions)
Editor: Tom Marley (Finish Post Productions)
Editor: Raphaela Lee (Finish Post Productions)
Editor - Offline & Online: Sam Coates (Finish Post Productions)
Digital Designer: Jess Ramsey (Clemenger Bbdo Melbourne)
Music Composer/Arranger: Byron Scullin (Level Two Music)
Photographer: Adrian Lander (Clemenger Bbdo Melbourne)
Managing Partner: Lee Simspon (Clemenger Bbdo Melbourne)
Group Account Director: Naomi Gorringe (Clemenger Bbdo Melbourne)
Project Director: Kate Joiner (Clemenger Bbdo Melbourne)
Senior Manager, Road Safety: Sam Cockfield (Transport Accident Commission Victoria)
Project Manager: Cherie Mcmahon (Transport Accident Commission Victoria)
Acting Manager, Road Safety: Samantha Buckis (Transport Accident Commission Victoria)
Website URL: http://www.meetgraham.com.au/
Supporting Webpage: http://agencyawards.com.au/Spi...
Strategy:
People understand that car crashes are traumatic, but as soon as you try to explain concepts like ‘kinetic energy’ or ‘impact force’ their eyes glaze over.So we went back to something every single road user could identify with; the human form.Throughout the process, decades of road safety data and medical research was interpreted and filtered by our key contributors Trauma Surgeon Christian Kenfield, Road Safety Engineer Dr David Logan and TAC’s own road safety researchers. This data helped identify the key weaknesses in the human body, which were then visualized by our artist, Patricia Piccinni.
Execution:
In July 2016, Graham was introduced to the world via both digital and real world experiences.Visitors to the experience used Google’s augmented reality technology Tango (a first) to go beneath his skin and better understand his anatomy. Each physiological change is a new source of information showing what happens to your body in a crash.Those that couldn’t meet Graham in the flesh, social and online comms encouraged people to visit meetgraham.com.au. Like the experience, the site gave users interactive tools to explore him in 360 degrees, both internally and externally.As Graham was part of the school curriculum, the site also served as a portal for educators to obtain lesson ideas in subjects spanning science, arts and civics.The interactive exhibition toured regional areas where people are 4 times more likely to be involved in a crash.
Synopsis:
Road trauma is a global health issue responsible for millions of fatalities every year. For over 25yrs the Transport Accident Commission in Australia have been successful pioneers of shock advertising campaigns, that have helped drive that road toll down. But in recent times Australians have become desensitised to these tactics and the road toll is on the rise. TAC needed to find a way for people to stop and prioritise safe road behaviour and their own vulnerability again.
Outcome:
Within 24hrs he’d sparked a global road safety conversation. With over 10 million website visits in 5 days, 89% campaign message recall, 1.2 billion globlal impressions. Our website, meetgraham.com.au was awarded FWA global website of the month by a 200 person industry panel. In May 2017, Graham was invited to join the World Health Organisation as the international face of road safety to remind us of our vulnerability on the road.An indication of Grahams cultural impact comes from Google. Search online for ‘Graham’ and the entire first page of web results, and first 15 images, are all of the ‘Meet Graham’ campaign, achieved organically through user action ($0 on SEO). But the most important influence Graham has is on our future drivers, as he was integrated into the school curriculum and to date over 2000 educational resources have been downloaded from the meetgraham.com.au website.
Campaign Description:
Meet Graham, the only person designed to survive on our roads. Part interactive sculpture, educational tool, Graham shows us how humans would need to change to survive a car crash. Over several months a trauma surgeon and a road safety engineer collaborated with a world-renowned artist using decades of road safety data, medical research and creativity to deliver evolution underpinned by evidence.During the process key weaknesses in the human body were identified and modified, each change told a new story, showing what happens to our bodies in common crash scenarios.The goal was to create a visceral experience with a simple, unavoidable message. If you don’t look like Graham then you need to slow down on our roads. To bring this to life, and reveal what lay beneath his skin, we needed to create a digital experience at scale as powerful as the experience of visiting Graham in person.