Biker’s foot is shredded in TAC’s graphic campaign
The Transport Accident Commission (TAC) Victoria had launched a campaign via Clemenger BBDO Melbourne to encourage motorcyclists to protect their bodies.
The graphic stain can be seen below and depicts images of an injured foot.
In the 60-second spot, a biker rides around wearing only clothes. He then skids, his sneakers offering no protection as his foot is brutalized by the road. The campaign shows the runner’s mangled foot after his body stops.
Richard Williams, Executive Creative Director of Clemenger BBDO, commented: “This isn’t a dramatized version of what could happen, it’s the reality of a risk experienced cyclists take daily when they don’t protect everything. their bodies on each outing.
“TAC and Clemenger have a proven partnership for creating public education campaigns that impact and change behaviors, and this one is no different.”
Joanna Whyte, Marketing and Communications Manager for TAC, said: “This campaign highlights the risks of having such a laid-back attitude towards wearing proper protective gear.
“The public we are talking to either don’t have the right protective gear or have chosen not to wear all of their protective gear on every outing. Casual clothing such as sneakers, hoodies and jeans only protect the rider for less than a second upon impact with the road and often lead to devastating injuries.
TAC data shows that, on average, there are 2,500 motorcycle-related injury claims per year. In Victoria, motorcycles represent only 4% of registered vehicles and less than 1% of total kilometers driven; however, motorcyclists account for 17% of fatalities and serious injuries on our roads.
The campaign will run through online video, outdoor advertising (OOH), print, radio, digital, social media and through partners.
In 2016, Clemenger BBDO Melbourne created the ‘Meet Graham’ campaign for TAC, which depicted what a human would look like to survive a traffic accident. The agency has been the creative partner since 2013, successfully maintaining the account in 2019.
This article has been updated.
Marketing & Communications Manager: Jo Whyte
Senior Manager, Marketing: Sagar Sheth
Campaign Manager, Marketing – Molly Ennor
Creative: Clemenger BBDO Melbourne
Production Company: Revolver
Director: Justin Kurzel
Producer: Alice Grant
EP: Pip Smart
DOP: Jeremy Rouse
Publisher: Jack Hutchings
VFX Artist – Larry Van D
Colorist: Billy Wychgel
Sound House: Squeak E Clean
Sound engineer: Paul Le Couter