RAA Insurance in South Australia reminded motorists to take regular breaks over Easter in 2009, in this award winning print advertising campaign. Australians are used to travelling long distances, often on roads with a speed limit of 110 km/h. The monotony of driving on these straight flat roads can lead to fatigue. “Long country drives can become monotonous and strain your eyes and mind so take regular breaks and have a safe Easter.”
The Regular Breaks campaign was developed at kwp! Advertising by creative director James Rickard, art director Dale McGuinness, copywriter David Ormston, channel planner Lucy McFarlane, project manager Andrew Carracher, head of art Jodie Kunze, finished artist Nigel Wapper.
The 110 print ad was the April/May 2009 winner of the Could Be a Caxton competition.