TAC - Strings - What kind of driver are you raising? (2015) :60 (Australia)

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