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2024 - Bronze

UNPLYABL

Bronze 2024
Publicis Australia
Queensland Government
Road Safety

THE PROBLEM

Over 20% of deaths on Queensland’s roads are a result of drink driving.
Young males 18-39 years are over-represented in drink driving-caused hospitalisations and deaths.

THE INSIGHT

More than 70% of young males 18-39 years engage in gaming. Let’s show these young men how drinking affects performance where it matters most.

THE IDEA

The UNPLYABL Series controller is the world’s first controller designed to simulate the effects of drink driving.

The controller has been specifically built, in partnership with an Australian mod company, to simulate how drink driving impairs our cognitive ability behind the wheel.
Features are:
Analog stick drift to imitate loss of concentration
Randomly remapped buttons to show lack of cognitive control
Delayed control actions to simulate delayed reaction times

THE RESULTS

Total Views: 742,528
Total Reach: 1,089,113
Minutes Watched: 42,917 (715 hrs)

https://www.twitch.tv/videos/2153028871https://fb.watch/tpM8YQZ8vs/https://www.instagram.com/reel/C8JEVBuhWv4/?igsh=bmk3ZnExM3plNW53
Advertising agencyPublicis Australia
Creative directorRyan Petie
CopywriterReyhan Susilo
Art directorReyhan Susilo
Agency producerNatalie Mitchell
Print production managerLuke Stocks
Account serviceRegan Clarke
Client marketing managerKerrie Tregenza
Production companyTusk Media
DirectorLiam and Luc
ProducerKaren Hayward
Post production houseProdigious
EditorClint Brice
Visual effectsRuckus Studio
AnimatorMark Dye
Front end designerReyhan Susilo
Digital producerJames Ansell
DeveloperEce Firat
Other Contributors

Principal Advisor, Department of Transport & Main Roads: Natalie Doyle
Senior Advisor, Department of Transport & Main Roads:Laura Tenni
Creative Director: Lee Griffin
General Manager: Jude Johannesen
Managing Director: Simone Waugh
Strategy Director: Mike Redfern
Exec. Digital Experience Director: James Ansell
Social Lead: Henry Valentine Clarke
Social Account Manager: Oliver Savini
Tech partner: ControllerModzAU
Production partner: Twitch ANZ