Finalist 2017
Queensland Department of Transport and Main Roads
Holiday Road Safety

Advertising Agency BCM
Creative Director Peter Goodall
Copywriter Nick Ikonomou
Art Director Steve Schollum
Agency Producer Shane Ford
Account Service Alan Kewley
Client Marketing Manager Kerrie Tregenza
Editor Steve Thomas, BCM
Retoucher Rodney Boyd
Finished Artist Dwayne Smith
Printer Allclear Print

Entry ID 9078

This campaign contrasts nostalgic summer holiday memories with the devastation of road trauma.

It’s a sad reality that road tragedies tend to spike at this ‘happiest’ time of year.

The videos feature old home-movie style footage of families enjoying time together over the holidays. It asks the question ‘What will these holidays be remembered for?’ and concludes with a glimpse of what can go wrong. The Christmas version features a melancholy version of the song ‘Have yourself a merry little Christmas’. The January version features ‘Flame Trees’.

Via social media, people were encouraged to share their favourite holiday photos, which were be brought to life – individually animated – for sharing with family and friends.

Additionally, a series of ‘Holiday Memories’ postcards featuring retro holiday imagery were circulated within the community, to remind people of the Fatal 5 road behaviours (speeding, not wearing a seatbelt, drink/drug driving, driver distraction, and driving whilst fatigued).