Accident Compensation Corporation (ACC) Print Home Safety Action Week: Puddle by DraftFCB Auckland

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Home Safety Action Week: Puddle

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Industry Public awareness, Public Safety, Health & Hygiene
Media Print, Magazine & Newspaper
Market New Zealand
Agency DraftFCB Auckland
Executive Creative Director Tony Clewett
Copywriter Scott Kelly
Designer Matt Oak, Nick Smith, Nick Mcfarlane
Photographer Stephen Langdon
Account manager Sarah Meikle
Released October 2012


Caples Awards 2012
Technique Best art direction Finalist

Credits & Description

Category: Public services & utilities
Brand: Accident Compensation Corporation (ACC)
Country: New Zealand
The Serial Killers.

Last year over 280,000 New Zealanders were injured, and 620 people died, as a result of avoidable falls around the home. The Accident Compensation Corporation (ACC) pays out millions of taxpayer dollars every year to help rehabilitate these people.

Unbelievably, most of these falls are caused by 5 everyday items: rugs, power cords, moss, chairs and puddles. We needed to reframe the way people saw these everyday items, and see them for what they really were â serial killers, sitting right there under your nose.

As part of an integrated campaign we bought each of these 5 hazards to life and let the killers do the talking themselves. In order to be credible we to created headlines out of the actual objects themselves. We broke chairs, used real moss, dripped water, cut up rugs and arranged a heap of extension cords so the 5 dangerous items could proclaim their innocence to us all. We even sent out a hand-crafted killer rug as a DM piece. Never would these five things seem so innocent again.

Category: Public services & utilities
Client: Accident Compensation Corporation (ACC)
Country: New Zealand
Executive Creative Director: tony clewett
Copywriter: Scott Kelly
Art Director: LEISA WALL
Account Director: Paul Irwin
Photographer: stephen langdon
Designer: Nick Smith
Designer: Nick McFarlane
Designer: Matt Oak
Account manager: Sarah Meikle