More ORS projections via Marketforce
Marketforce and the Office of Road Safety are taking the drink-driving message to streets via a series of eye-catching building projections.
The campaign, which launched last month, features several themes.
The Brain Game is an 8-bit style 80’s video game animation thatfeatures a bottle shooting alcohol at a giant brain. As the game progresses the brain becomes critical and explodes making the point that it’s game over 
when drinking kills driving skills (see below).
The Art of Safe Driving is a separate project that features the works of ten of the city’s leading urban artists. Each artist was given one of the key drink driving messages to interpret in their own unique way. The final works were then turned into animated sequences that formed the Art of Safe Driving exhibition projection, which ran to coincide with the Perth Winter Arts Festival.
The third piece in the series is designed to appear during Perth Fashion Week.This is a series of three images created by internationally acclaimedFashion illustrator Sarah Beetson.
Marketforce Creative Director AndrewTinning said it had been a really exciting project.
“I wanted toproduce a series of messages in a way that was unique to the category.To go into these kinds of environments with a standard approach wouldbe akin to lining the streets with wallpaper. We are talking to punterswho are out on the town for a good time and the last thing they areinterested in is a lecture. The aim was to engage them and entertainthem while delivering a powerful series of messages in a visual styleand language that they could relate to. Working with such a range oftalented artists on this project has been brilliant. To give them thefreedom to interpret these messages and then seeing how they’vedelivered them back has been great as has our client’s enthusiasm forthis unconventional approach.”
10 Comments
These really grab your attention – well done MF!
Not bad at all MF.
Really like the new Droga5 Puma Index work on http://www.campaignbrief.com/asia
Great to see something different like this. Really cool.
Well done. Hope it is a huge success at geting the message across.
Where’s the bloody credits. Something like this was obviously not only done by MF. Whoever did the animation deserves the credit for this and not the agency.
Really clever, interesting stuff. Well done to all involved.
My apologies 2.54. That was just a general press release-in my haste i neglected to add the credits. it was a very big collaborative effort to get the project up and running.
So here we go.
Account service: Sharyn Beor/Carrick Robinson.
Traffik who organised and coordinated the project internally: Claire Read Smith.
Lee Guy Wallis location manager.
Scott Hitchcock who project managed the the Art of Safe Driving piece.
writer /art director on these two latest pieces: Andrew Tinning.
Zac Creative who animated the Fashion sequence and animated 7 of the 11 illustrations that made up the art of Safe driving sequence plus they produced the final sequence including the transitions between each individual art work.
Boogie monster animated the remaining four art works.
Lux who are the projection gurus who make it all happen.
And last but not least the wonderful team at the Office of Road Safety who made it all possible.
I recognise Yok and Creepy’s style, not sure of the others.
Is that right MF?
Yes you are correct 11.02
Contributing artists whose works ended up in the final sequence were: Yok, Fudge,Deathbot,Jesse Mitchell,Creepy,Daek,Greenwood and Sean Morris
loved the sean morris one