Cannes Lions

Towards Zero

CLEMENGER BBDO MELBOURNE, Melbourne / TRANSPORT ACCIDENT COMMISSION / 2016

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MP3 Original Language
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249 people died on Victorian roads last year. But it’s hard to imagine that number as anything more than just that: A number. This radio campaign by the Transport Accident Commission aims to humanise that road toll. Each spot describes a row of nondescript cars passing by on a highway or waiting at a stoplight. But each spot then describes the people within those cars, ranging from a single mother of three to the daughter of an expatriate who’s teaching her father how to speak English. Each spot then ends with the line, “There’s no one someone won’t miss.”

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