Motor Accident Commission targets country drivers in new outdoor campaign via KWP!
Country roads are a particular concern for the Motor Accident Commission of South Australia (MAC), with a high percentage of motor vehicle accidents within the state occurring in regional areas.
Says Corey Swaffer, creative director, KWP!: “On country roads, there’s always something that could go wrong. From fallen branches to stray animals to rogue weather, conditions can change in an instant. So, you have to have your wits about you.”
To draw attention to this, MAC has launched a new outdoor campaign, created by KWP!, targeting drivers in these areas.
The message is aimed at regular regional drivers, who travel these roads on a frequent basis and think they know the roads like the back of their hands.
It is also aimed at non-regional drivers who are passing through on a route they are unfamiliar with.
Says Richard Blackwell from MAC: “The campaign highlights the unpredictable nature of country roads and prompts drivers to stay alert to expected things and drive safely.”
The campaign is now running on 50+ outdoor billboards across regional South Australia as well as Stateliner busbacks.
Agency: KWP! Advertising
Creative Director: Corey Swaffer
Senior Writer: Corey Swaffer
Art Director: Cristina Muffatti
Account Director: Tristan Glover
Agency Producer: Georgina Toole
Retoucher: Aaron Foster
Finished Artist: Nigel Wapper
Client: Richard Blackwell
Media: Tim Kennedy (Media Nest)
5 Comments
Nice little idea there guys well done.
But, if this is the finished piece, the second copy line should be bigger I feel. If you’re zooming past at a distance, it’s to easy to miss
Anju arora
Anju aror
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