Gatecrasher tackles speeding via new ‘Shattered Excuses’ campaign for Road Safety Commission
A new campaign from Road Safety Commission WA and Gatecrasher has dramatically tackled the challenging topic of speeding. Speed remains the number one illegal behaviour causing death and serious injuries on WA roads.
Explorative research revealed that a significant number of drivers who self-reportedly speed, often rationalise their behaviour with flawed excuses and misbeliefs.
In this campaign, these excuses are sharply brought undone through a powerful creative execution.
Gatecrasher Creative Partner, Adam Barker, said: “It’s rare in ad-testing that you see a rough concept mock-up eliciting a strong emotional response.
“Watching people react the way they did in groups, we knew had an idea that could get through to this resistant group of people.”
Road Safety Commissioner, Adrian Warner, said: “It’s a simple matter of physics – the faster you are driving the more likely it is for you to crash and if you do crash at speed the more likely it is that you will be seriously injured or killed. Speeding shatters your excuses is a hard-hitting campaign, which we believe will make people think again before they make the dangerous choice to drive too fast.”
VIEW THE SOCIAL SPEED SHATTERS EXCUSES – NECK
VIEW THE SOCIAL SPEED SHATTERS EXCUSES – LEG
Credits
Client: Road Safety Commission
Manager, Marketing: Joanna Hynes
Campaigns Officer: Alisia Mumby
A/Strategic Communications Coordinator: Kirsten Brent
Agency: Gatecrasher Advertising
Creative Directors: Adam Barker, Lori Canalini
Writer: Adam Barker
Art Director: Henry Billington
Managing Director: Tony Scampoli
Account Director: Magda Wood
Account Coordinator: Chloe Foster
Media Agency: Initiative
Head of Perth: Paige English
Client Advice & Strategy Director: Tiaan Van Jaarsveldt
Investment Executive: Daniel Pomponio
Investment Associate: Angela Wei
Production Company: Stir Fry Productions
Director: Corrie Jones
Producer: Elsie Shaw
Production Coordinator: Jess Seinor
1st AD: Mark Boskell
DOP: Allan Myles
1st AC: Paolo Feliciano
2nd AC: Brianna Trinidad
Gaffer: Grant Wilson
LX Assist: James Dudfield, Juan Filipe Sarmiento
Best Boy: Michael Sgro
Grip: Greg McKie
Grip Assist: Tim Green, Henry Richards
Production Designer: Monique Wajon
Art Assist: Hannah Terpsis
Wardrobe: Kylie Clifford
Make-up: Kate Farmer
Casting: Megan Carpenter / Toesox Casting
Locations: Jakob Grasa
Safety: Peter West
Unit Manager: Jacki McKie
Unit Assist: Viv Rintoul
Sound: Zac Holmes & Glen Dillon
Boom Op: Diego Espinoza Paredes
Nurse: Tanya Crewe
Equipment: Cinemachine & Panavision
TMP: Matthew Byrne
Stills Photography: Lori Canalini
Edit: Ben Wright
Animation: Cam Aitkenhead
VFX: Dave McDonnell (Last Pixel)
Grade: Pete Ritchie
Sound Design: Brad Habib (Soundbyte Studios)
