Motor Accident Commission (MAC) in South Australia has launched Matemorphosis, a campaign designed to reduce fatalities and serious injuries on the state’s rural roads by getting young men to speak up when their mates are morphing into dangerous drivers. The integrated advertising campaign includes television, press, radio, online and outdoor ads, with posters on toilet doors and beer coasters on bars and tables in regional pubs. MAC General Manager corporate affairs Ben Tufnell said although less than one third of South Australia’s population lives in rural areas, 60 per cent of fatalities and 50 per cent of serious injuries occurred on rural roads. “The high fatality rate is largely caused by young males,” he said. South Australia will not tolerate knobs, twats, roosters, tossers or wankers behind the wheel.
Click on the image below to play the Matemorphosis video in YouTube (HD)
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Click on the image below to play the Drink Driving video in YouTube (HD)
Click on the image below to play the Seatbelts video in YouTube (HD)
The Matemorphosis campaign was developed at Clemenger BBDO, Adelaide, by creative directors Greg Knagge and Geoff Robertson, copywriter Jeremy Egerton, art directors Paul Stratton and Brenton Canty, account directors John McLaren, Erik de Roos, agency producer (TV and print) Judi Oehme and agency producer (radio) Yvonne Karabatsos.
Print, outdoor advertisements and beer coasters were produced by illustrator Ben Sanders, retoucher Paul Munzberg, producer Michelle Treloar, and finished artist Jeannette Meulders.
The radio campaign was developed by sound engineer Scott Illingworth, with production at BestFX.