Alberta Office Of Traffic Safety Design & Branding GENUINE REPLACEMENT PARTS by Calder Bateman

GENUINE REPLACEMENT PARTS

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Industry Traffic safety
Media Design & Branding
Market Canada
Agency Calder Bateman
Creative Director Kevin Barclay
Art Director Nicola Pringle
Producer Peter Sykora
Photographer Jason Stang
Released April 2011

Credits & Description

Category: Posters
Advertiser: ALBERTA OFFICE OF TRAFFIC SAFETY
Product/Service: MOTORCYCLE SAFETY
Agency: CALDER BATEMAN COMMUNICATIONS
Date of First Appearance: Apr 1 2011
Entrant Company: CALDER BATEMAN COMMUNICATIONS, Edmonton, CANADA
Creative Director: Kevin Barclay (Calder Bateman Communications)
Art Director: Nicola Pringle (Calder Bateman Communications)
Writer: Pierre Chan (Calder Bateman Communications)
Photographer: Jason Stang
Producer: Peter Sykora (Calder Bateman Communications)
Typographer: (Like Minded Studio)
Account Manager: Jessica Handjieve (Calder Bateman Communications)
Account Coordinator: Cheryl Meger (Calder Bateman Communications)
Production Artist: Grant Currie
Media placement: Poster - Motor Vehicle Registries, Motorcycle Bike Shows, Shops And Clothing Stores, Etc. - April 1, 2011 And Ongoing

Describe the brief from the client
Motorcycles are more likely to be involved in a severe collision. Between 2004 and 2008 there was an average of 831 casualties in our province each year involving motorcycles. This statistic is especially alarming since Albertans typically only ride their motorcycles about six months of the year.

Describe the challenges and key objectives
Raise awareness amongst motorcyclists about the implications of unsafe riding, and the associated risk factors.

Describe how you arrived at the final design
There are other messages speaking to motorcyclists about the importance of riding safe but few do it in a voice in which the target can relate.
The copy and artwork work together to create a voice that is from the riding culture and hence authentic.
Even motorcyclists who are not in leather clad gangs empathize to those rebel attitudes especially the riders who occasionally push, if not break, the limits of traffic safety.

Give some indication of how successful the outcome was in the market
Traffic statistics are released annually and are not available until the end of the fiscal year.