Transport Accident Commission (TAC) Film RIPPLE EFFECT MONTAGE by Grey Melbourne

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RIPPLE EFFECT MONTAGE

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Industry Traffic safety
Media Film
Market Australia
Agency Grey Melbourne
Director Mark Molloy - Exit Films
Executive Creative Director Executive C.d. Ant Shannon
Art Director Peter Becker
Copywriter Nigel Dawson
Producer Wilf Sweetland
Account Supervisor Randal Glennon
Editor Jack Hutchings @ The Whitehouse, Rohan Zerna, Peter Sciberras@method Studios
Production Exit Films
Released July 2010

Credits & Description

Category: Internet Film
Advertiser: TRANSPORT ACCIDENT COMMISSION
Product/Service: ANTI-SPEEDING AWARENESS
Agency: GREY MELBOURNE
Production Company: EXIT FILMS, Melbourne, AUSTRALIA
Date of First Appearance: Jul 13 2010
Executive Creative Director: Ant Shannon
Creative Director: Nigel Dawson
Copywriter: Nigel Dawson
Art Director: Peter Becker
Agency Producer: Sandi Gracin
Account Supervisor: Randal Glennon
Producer: Wilf Sweetland
Director: Mark Molloy
Editor: Rohan Zerna/Peter Sciberras/Jack Hutchings
Sound Design/Arrangement: Phil Kenihan
Director Of Photography: Adam Arkapaw/Germaine Mcmicking/Ryley Brown/Ari Wegner
Editing Company: The Butchery

English Description
Speeding drivers are the biggest killers on Victorian roads. And while young drivers make up 13% of licence holders, they account for 27% of fatalities.

We needed to get to these ‘invincibles’ with a new approach. And the evidence suggested that they would take note of a message that showed just how many people are affected by their moment of recklessness. It became ‘The Ripple Effect’.

Luke Robinson died on March 28th 2010.

26 stories were told by those affected; they range from his immediate family, workmates, passengers in the car and close friends to the local newsagent, the mortician, and the police and emergency services. All were the real people involved.

These commercials were scattered arbitrarily and the effect grew as viewers saw more and more of them. After two weeks this 3 minute commercial pulled all the stories together, roadblocking all Victorian Free to Air stations. After airing once on television the TVC featured online as an Internet film.