The road death rate in Western Australia's Wheatbelt region is 11 times the metropolitan rate. Yet no one wants to acknowledge or talk about it. It's the 'elephant in the room'. That's we created The elephant in the Wheatbelt for our client RAC. It's a life-sized elephant made out of crashed cars - and it's here to start the conversation. Because we can't solve a problem that people won't acknowledge. The elephant will tour Wheatbelt towns, providing a presence that can not be ignored. The campaign was - and is -  largly social (#elephantinthewheatbelt), supported by online content, press, radio, outdoor and PR.

The elephant took our sculptor (Maurice Rosbotham of Art-ifcial) over 200 hours to complete and was built from the parts of 12 crashed cars.

Elephant press.

Elephant outdoor.