Prevent Matemorphosis

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.

Click on the image below to play the Speed video.

Click on the image below to play the Drink Driving video.

Click on the image below to play the Seatbelts video.

Matemorphosis Rooster poster
Matemorphosis Knob poster
Matemorphosis Twat poster
Matemorphosis Tosser poster
Matemorphosis Wanker poster
Matemorphosis Rooster press ad
Matemorphosis Rooster billboard
Matemorphosis beer coasters

Matemorphosis Credits

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.

Filming was shot by director Luke Shanahan via 8Com with producer Katie Millington. Music was by Scott Illingworth at BestFX.

The radio campaign was developed by sound engineer Scott Illingworth, with production at BestFX.