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.

TAC 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 Production: 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.