The Transport Accident Commission delivers sobering wake-up call for e-scooter riders, via Clemenger BBDO campaign
The Transport Accident Commission (TAC) in Victoria is challenging the notion that e-scooters are just ‘toys’ and not devices that require high-levels of safety awareness, via a campaign from Clemenger BBDO.
Spurred by TAC’s findings that a significant number of e-scooter risers are tempting fate and ignoring the rules – notably males and young people aged 16 to 34 – the campaign utilises a toy theme.
Its two 15-second spots place viewers in a doll-sized Melbourne inhabited by the toys. Each film focuses on one doll engaging in dangerous e-scooter riding behaviour accompanied by uplifting music composed by Squeak E. Clean Studios, and sounds one may associate with animated films. But after each rider injuries themselves, viewers are taken back to sobering reality to see the real consequences of risky riding.
The campaign’s radio spots follow a similar pattern, beginning as a lighthearted toy-centric work before shifting into the real message.
Clemenger BBDO worked with Sydney-based animation studio, Mighty Nice, to develop the films.
“Right now, too many e-scooter riders are underestimating the serious risk of injury. Through this campaign, we are asking all Victorians to do the right thing every time they ride an e-scooter,” said TAC’s executive general manager of community, Jacqui Sampson.
“With the festive season fast approaching, it’s also a good opportunity to remind parents and guardians to reconsider buying an e-scooter as a present for children under the legal age of 16 years.”
Clemenger’s chief creative officer, Adrian Flores, and senior copywriter, Ellie Dunn, spoke on the creative decisions that went into the campaign. For Flores, it was essential that the platform sticks within people’s memories, and for Dunn, the juxtaposition of a toy world and the real world delivered that “shock” the creative agency’s team was looking for.
“We’re always looking for the talkability factor in our work. Twisting classic toy tropes to create an arresting campaign about e-scooter safety creates a distinctive mnemonic that lives on in people’s minds,” Flores explained.
“We wanted to shock e-scooter riders into reality,” Dunn said.
“Going from joyful toy world to painful reality achieves this in a bold way. It’s been a brilliant campaign to be part of.”
The campaign will play in market on radio, online video, digital and social platforms until January 26, 2025.
CREDITS
Agency: Clemenger BBDO
Adrián Flores, Chief Creative Officer
Derek Anderson, Creative Director
Ellie Dunn, Senior Copywriter Lisa Dupré, Senior Art Director
Simon Wassef, Chief Strategy & Experience Officer
Ness Quincey, Senior Strategy Director
Len Duniec, Behavioural Scientist
James Kerr, Group Business Director Tony Dediu, Business Director
Caitie Jackson, Business Manager
Alana Teasdale, Radio Producer
Client: Transport Accident Commission (TAC)
Jacqui Sampson, Executive General Manager – Community
Angela Hann, Senior Manager, Marketing, Sponsorships and Engagement
Katrina Nedeski, Acting Team Manager Marketing and Advertising / Campaign Manager
Lucia Brisolla, (Former) Campaign Manager
Michaela Bradley, Marketing Advisor
Paul Tierney, Acting Director – Behaviour, Education & Community
Samantha Buckis, Acting Manager – Behavioural Insights and Programs
Production: MADE THIS
Ainslee Littlemore, Head of Film
Callum Smith, Producer
Lachlan Beattie, Production Manager
Tom Stephens, Director
Post Production: Mighty Nice
Darren Price, Director
Tina Braham, Executive Producer
Chloe Marshall, Producer
Ben Seager, Head of studio
Pete Nizic, Duncan MacLaren, Animators
Simon Higgans, Stop Motion Director of Photography
Jacqui Hudson, Art Director / Model Maker
Sound: Squeak E. Clean Studios
Paul Le Couteur, Sound Engineer
Ceri Davies, Executive Producer
Karla Henwood, Executive Creative Producer
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