The Brief:
Re:Act asked as to create a road safety campaign that encouraged young drivers to consider a car's safety rating when looking to purchase a car.
Drivers aged between 17-25yo are over-presented in road trauma statistics. Research has shown that these drivers are also driving cars that do not met the ANCAP safety rating.
Re:Act asked as to create a road safety campaign that encouraged young drivers to consider a car's safety rating when looking to purchase a car.
Drivers aged between 17-25yo are over-presented in road trauma statistics. Research has shown that these drivers are also driving cars that do not met the ANCAP safety rating.
After surveying people within the target audience, asking them their thoughts about purchasing cars and if they consider how safe the car is when making their decisions, it was time to start brainstorming some concepts.
Part of the criteria was that the concept needed to work as an animated billboard as well as a stationary poster, in both landscape and portrait.
Part of the criteria was that the concept needed to work as an animated billboard as well as a stationary poster, in both landscape and portrait.
I landed on two ideas that I wanted to refine and present to the client.
Both ideas had a theme that people do not think about being safe until it's too late.
The idea that people, younger people especially, think that they are invincible and that sort of thing happens to other people.
The idea that people, younger people especially, think that they are invincible and that sort of thing happens to other people.
Concept 1 - Accidents Happen:
The idea was to link the saying "Accidents happen, that's why pencils have erasers" with the concept of the ANCAP car safety rating - it's there just in case you need it.
The idea was to link the saying "Accidents happen, that's why pencils have erasers" with the concept of the ANCAP car safety rating - it's there just in case you need it.
Mood Board:
Refined Concepts:
Concept 2 - You Won't Need a Safe Car...:
The idea was the have a car crash into frame, disrupting the message and illustrating the idea.
The idea was the have a car crash into frame, disrupting the message and illustrating the idea.
Mood Board:
Refined Concept:
Feedback:
The client liked both concepts, but mention my research from my surveys showed that people said it was more important to reduce injury in a car accident rather than avoiding an accident, and suggested that I find away to show this in my concept.
Based on this, we decided to proceed with concept 1 and rework it to have a human element.
The client liked both concepts, but mention my research from my surveys showed that people said it was more important to reduce injury in a car accident rather than avoiding an accident, and suggested that I find away to show this in my concept.
Based on this, we decided to proceed with concept 1 and rework it to have a human element.
