Our client VicRoads, a Victorian Government department, briefed us to announce to the public some upcoming changes to the road rules. They varied from U-turns to seatbelts, but had one thing in common: they were boring to young drivers. Mainstream media covered the masses, but new drivers were deemed to need a less formal message to ensure they didn’t miss the changes.

Our solution was to create road rules that were so preposterous they could never be mistaken for real ones. We commissioned a brilliant animation house to bring our ‘fake’ road rules to life. The resulting viral videos were then seeded onto social networking sites to best reach our market. The videos then directed them to a microsite which clearly explained the real rule changes.

We not only piqued the markets interest in a very low-interest subject, the videos topped YouTube’s ‘Car & Vehicles’ section for the 5 weeks they ran.