The Western Australian Office of Road Safety is encouraging young drivers to plan ahead, not to drink and drive, with a print advertising campaign, “Crash at a mate’s place”. The homes of Nathan, Rob and Steve are portrayed as motels with advertising signs indicating different kinds of vacancy and special features. The tagline: “Crash at a mate’s place. Don’t drink and drive”.
Nathan’s Motel. Bed vacancy, cleanish rooms, being close to Maccas, late check-out.
Rob’s Motel. couch vacancy, free greasy breakfast, Foxtel, XBox, mates rates and on lawn parking.
Steve’s Motel. Floor vacancy, hot shower, food and sister, TV and room.
The Mate’s Place campaign was developed at Marketforce, Perth, by creative director Andrew Tinning, copywriter Murray Laird, art director Julia Elton-Bott, photographer Simon Westlake and retoucher Madeleine de Pierres.