Transport Accident Commission works towards zero in new campaign via Clemenger Melbourne
Clemenger BBDO Melbourne and the Victorian Transport Accident Commission have launched the second phase of the Towards Zero vision with a new TVC marking the change from the previous strategy to the TAC’s new public education approach.
‘Then and Now’ recreates TAC’s iconic 1994 spot ‘Kombi‘ and shows how the advances in safer roads, cars, speed and people over the past 21 years can change the tragic outcome of the original spot.
Says Steohen de Wolf, creative director, Clemenger BBDO Melbourne: “Phase one of the campaign ‘There’s no one someone won’t miss‘ got Victoria to rally behind the Towards Zero vision. Phase two’s purpose is to demonstrate how we’ll get there.”
The original Kombi ad featured a couple in a 1970s VW Kombi van driving overnight. The trip turns fatal when the driver falls asleep and veers into the path of an oncoming truck. In the 2015 remake, it’s a completely different outcome, thanks to the parts of the system that are already in place today – the driver is in a modern five-star vehicle with a fatigue detection system and the road is treated with state-of-the-art safety infrastructure, including a centre line wire rope barrier to prevent vehicles crossing into oncoming traffic.
When the fatigue detection sounds, it prompts the driver to pull over and swap drivers. The scenario that, in 1994 ended in two fatalities, results in nothing more than a severe wake-up call.
Says de Wolf: “While the new TVC shows us an optimistic outcome, the truth is we still all need to do the right thing on our roads to reach zero.”
View the Website: https://www.towardszero.vic.gov.au/.
TAC
Manager, Road Safety – Sam Cockfield
Manager, Technical & Policy, Road Safety – Jessica Truong
Marketing Manager, Community Relations – Jodi Gubana
Project Manager, Community Relations – Cherie McMahon
Clemenger BBDO Melbourne
Creative Chairman – James McGrath
Executive Creative Director – Ant Keogh
Creative Director – Stephen de Wolf
Art Director – Jackson Harper
Copywriter – Shannon Crowe
Managing Partner – Lee Simpson
Group Account Director – Naomi Gorringe
Account Director – Kate Joiner
Account Manager – Pat Nally
Executive Producer, TV – Sonia Von Bibra
Senior Agency Producer TV – Emma Johnson
Senior Agency Producer Digital – Ben Crowe
Agency Producer, Print – Nicholas Short
Senior Planner – Matt Pearce
Director of Design – Jake Turnbull
Production
Director – Bruce Hunt
Producer – Catherine Jarman
Executive Producer – Michael Ritchie
DOP/Cinematographer – Ross Emery
Production Company – Revolver
Editor – Seth Lockwood
Flame Artist – Heather Galvin
Colour Grade – Edel Rafferty
Post-Production Producer – Olivia Carolan
Post Production Company – Method Studios
Sound Engineer – Paul le Couteur
Sound House – Flagstaff Studios
Original Kombi ad
Director – Mat Humphrey, Great Southern Films
Agency – Grey Melbourne
8 Comments
Mat Humphrey director original film
Bruce Hunt director contemporary film
When clients write credits..?
@Snoop Dog: when clients write credits and only namecheck the people who they remember contributing….unlike the usual long list of hangers-on and senior bods desperate for connection to work
Well done wolf, whale & squid. Tip top.
How good was the original. God damn the standard of directing has gone backward in this industry.
Agree JK, difficult brief to better the original. Should have just run that.
The original film was actually called ‘Nightshift’ not Kombi.
For the record, here is just a small list of some of the talented people that help create it.
Writer Greg Harper
Art director Rob Dow
Agency producer Romanca Mundrea
Director Mat Humphrey
Producer Helene Nicole
DOP Chris Reed
Editor Roberta Horsile
Sound Design Rodney Lowe
Client TAC
Agency Grey Melbourne
that’s a bonus for VW