The Transport Accident Commission (TAC) and Clemenger BBDO Melbourne have launched a new campaign based on a simple fact: How a parent drives now can strongly influence how their children drive later. Honestly we all know this, but this "Strings" campaign is a reminder that hits you right in the guilt. Unusual for most road safety PSA's and prior TAC work, there's no dramatic car crash or even a car. Just the dark stage and the kid, who does a really good job at acting like a distracted driver, tied with strings like a puppet. The slow reveal shows he's mimicking everything his father does.

Samantha Buckis, TAC Road Safety Project Co-ordinator, says ‘Strings’ needed to find a way to empower parents to reflect on their own behaviour.

“Every time a parent gets behind the wheel, their children are watching their behaviour, both good and bad. By the time a child goes for their driving licence, their attitudes on the road have already started to form”

Clemenger BBDO Melbourne Creative Director Stephen de Wolf says the shoot was a highly complex operation.

“We designed an intricate rig that linked our father and son, with professional puppeteers directing our talent. The 60- and 30-second spots were filmed in single takes, so we required a perfectly timed and synchronised performance from both of them”

The TAC campaign includes TV, OOH, print, digital, social and radio.

Amy Cockerell – Marketing Coordinator
Cherie Chandler – Marketing Project Manager
Samantha Buckis – Road Safety Project Coordinator
Samantha Cockfield – Senior Manager Road Safety

Clemenger BBDO Melbourne
James McGrath – Creative Chairman
Ant Keogh – Executive Creative Director
Stephen de Wolf – Creative Director
Jim Robbins – Senior Copywriter
Luke Thompson – Senior Art Director
Sharon Adams – Print Producer
Sonia Von Bibra – Executive TV Producer
Karolina Bozajkovska – Senior Agency TV Producer
Steve Pratt - Retoucher
Lee Simpson – Managing Partner
Naomi Gorringe – Group Account Director
Kate Joiner – Senior Account Manager
Patrick Nally – Account Executive

Tomas Mankovsky – Director (Blink)
Camilla Dehnert – Producer
Geoffrey Simpson – DOP/Cinematographer
Elodie Fouqueau – Editor
Lucinda Thompson – Designer
Duncan Horn – Flame Artist
Theodore Vidgen – Music Composer/Arranger
Stephen Boniface – Photographer (Match Photography)
Paul Le Coutier – Sound Designer/Engineer
Production Company – Finch/Blink (Co-production)
Post Production Company – Method Studio/Glassworks
Sound House – Flagstaff
Special/Visual Effects - Glassworks

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm after growing up in Kiruna, Raleigh and Jiddah.