Vicroads Design & Branding LION by Marmalade Melbourne


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Industry Traffic safety
Media Design & Branding
Market Australia
Agency Marmalade Melbourne
Creative Director Neil Mallet
Producer Connor Beaver
Released November 2009

Credits & Description

Category: Broadcast Design & Graphics
Advertiser: VICROADS
Product/Service: ROAD SAFETY RULES
Date of First Appearance: Nov 25 2009 12:00AM
Entrant Company: MARMALADE, Melbourne, AUSTRALIA
Entry URL:
Creative Director: Neil Mallet (Marmalade)
Copywriter / Art Director: Michael Davey (Marmalade)
Copy Writer / Art Director: John Akritidis (Marmalade)
Animation Director: Cameron Gough (Dirty Puppet)
Producer: Beaver (Leave It to Beaver)
Account Manager: Kate O'Donell (Marmalade)
Media placement: Digital/Viral - Web - 25 Nov 2009-25 Jan 2010

Describe the challenges and key objectives
Because of the lack of interest in the subject, we had to grab people's attention. After all, a change to the road rules is a very important message that every driver needs to know about.

Describe the brief from the client
Our client VicRoads, a Victorian Government department, briefed us to announce to the public some upcoming changes to the road rules. They varied from U-turns to seatbelts, but had one thing in common: they were boring to young drivers. Mainstream media covered the masses, but new drivers were deemed to need a less formal message to ensure they didn’t miss the changes.

Describe how you arrived at the final design
Our solution was to create road rules that were so preposterous they could never be mistaken for real ones. We commissioned a brilliant animation house to bring our ‘fake’ road rules to life. The resulting viral videos were then seeded onto social networking sites to best reach our market. The videos then directed them to a microsite which clearly explained the real rule changes.

Give some indication of how successful the outcome was in the market
We not only piqued the markets interest in a very low-interest subject, the videos topped YouTube’s ‘Car & Vehicles’ section for the 5 weeks they ran.