The Motor Accident Commission (MAC) of South Australia has launched “Crash Puzzle”, an integrated advertising campaign designed to change drivers’ attitudes to low-level speeding by exposing the community problem that sits at the heart of it. Even if you’re not in a crash, if you creep over the limit, your speeding will have an effect on other people on the road. Everyone in the community plays a part in helping to reduce the road toll. A television commercial shows members of the public bringing together the pieces of a traffic accident scene. Print, out of home and online advertising presents a crushed car comprising human figures. The campaign also includes a radio ad.
Click on the image below to play the Crash Puzzle video in YouTube (HD)
The Crash Puzzle campaign was developed at Clemenger BBDO Adelaide by creative team James McGrath, Ant Keogh, Karl Fleet, Julian Schreiber, Tom Martin, Amy Weston, Simon Bagnasco, Brett Colliver, agency producers Sonia von Bibra, Holly Horne, account director Erik de Roos, working with Motor Accident Commission road safety marketing manager Richard Blackwell.
Music was produced at Electric Dreams.