In 2009, TAC launched a disturbing yet true anniversary campaign titled ‘Everybody hurts when you speed’ over the festive season. The massive campaign reenacted the consequences of drunk driving with graphic camera scenes.
This year TAC continues to dig deeper into the issue with a commercial featuring the victims of a road accident. The Robinson family has bravely volunteerd the true story of their 19-year-old son Luke Robinson who died in a car crash along with two friends.
The campaign looks at how a single act can caused a ripple effect across the entire community. In addtion to the Robinsons and friends, other people involved including the eyewitness, the first person on the scene, the police office and even the mortician are traumatised.
The establishment phase of the campaign consists of 20 different television commercials filmed in raw documentary style. The campaign culminates in a three-minute film that portrays a montage of all the people seen in previous videos to complete the story.
The spots can be viewed at www.everybodyhurts.com.au which is integrated with Facebook. The website also includes a letter from the Robinsons about the incident.
The campaign is supported with outdoor, radio and print executions.
Credits:
Project Everybody hurts - Robinsons
Client Transport Accident Commission
Marketing manager John Thompson
Project manager Jodi Gubana
Creative agency Grey Melbourne
Creative director Nigel Dawson
Art director Peter Becker
Agency producer Sandi Gracin
Account servicing Randal Glennon, Marisa Jones
Production company Exit Films
Director Mark Molloy
Producer Wilf Sweetland
Editor The Butchery
Exposure Television, print, outdoor, radio, online
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