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

Meet Graham [image]

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Industry Traffic safety
Media Digital, Interactive & Mobile, 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
Released October 2016

Awards

Cannes Lions 2017
Cyber Social: Social Purpose Grand Prix
PR Sectors: Public Sector Gold Lion
Direct Campaign: Integrated Campaign led by Direct Silver Lion
Outdoor Integrated: Integrated Campaign led by Outdoor Silver Lion
PR Practices & Specialisms: Brand Voice & Strategic Storytelling Silver Lion
PR Practices & Specialisms: Launch / Re-launch Silver Lion
Direct Sectors: Public Sector Silver Lion
Promo And Activation Sectors: Public Sector Silver Lion
Media Campaign: Use of Integrated Media Bronze 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/
Outcome:
A powerful meeting point of data, creativity and humanity, this combination created something exponentially more captivating and informative than any of the disciplines could do alone.To date 287,282 people have visited Graham in the flesh, with an 86% increase in gallery visitation where ever he went. exhibition. Beyond the exhibit, Graham sparked a global road safety conversation. With over 10 million website visits in 5 days, 89% campaign message recall and 1.2 billion global impressions in the first week. This created an earned media value of over $29 million, all from a $0 outlay in paid media. Graham has been adopted by the W.H.O. as the global face of road safety for 2017. 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.
Strategy:
Throughout the process, decades of road safety data and medical research and reports into the effects of car accidents upon the human body 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.
Synopsis:
In 2011 the UN declared global road death as a major public health problem and for this to be the Decade of Action. For over 25yrs the Transport Accident Commission – Australia’s largest social insurer - 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.By our nature, people overlook or play down their own frailties, their own vulnerabilities, as this is far easier than facing their own mortality. Whilst this is a natural behavior, when it comes to road safety it is a dangerous one. The TAC needed to find a way to cut through to people fatigued of road safety messages and create a visceral experience that would once again get them to consider their own vulnerabilities and prioritise safe road behaviour.
Campaign Description:
Meet Graham, the only person designed to survive on our roads. Part interactive sculpture, educational tool and ultimately a catalyst for conversation, 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 physiological change was a new source of information, showing what happens to our bodies in common crash scenarios. Creating an emotional human connection to the complex, rational data 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.
Media Strategy:
Graham is essentially a human info graphic. Whether you interacted with him online or in the real world, this meeting point of art, science and medical research, became an educational experience to discuss and learn about our own vulnerability. 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 could visit meetgraham.com.au. Like the experience, the site gave users interactive tools to explore him in 360 degrees, both internally and externally.The interactive exhibition toured regional areas where people are 4 times more likely to be involved in a crash.
Relevancy:
‘Meet Graham’ is a unique combination of art, creativity and decades worth of both road safety data and medical data investigating the effect of the forces at play on the human body during a car accident.It was created with the aim of bringing our Transport Accident Commission’s brand ambition to life, of creating a completely new way of talking to consumers about road safety, changing perception and behaviours. Graham is a human infographic whose data based origins ensured everyone who saw him, across the world, immediately understood the core message at his heart.