NEW OFFICE OF CRIME PREVENTION CAMPAIGNS FROM GATECRASHER
Gatecrasher has developed two new campaigns for Office of Crime Prevention promoting tough new legislative changes to ‘hoon’ behaviour and one-punch deaths.
In a two-tiered strategy, the first stage television and support materials target the perpetrator advising of the changes to the Anti Hoon legislation. The high impact TVC shows a car getting completely enveloped in smoke as it does a burnout. 
Suddenly, the engine noise stops and the smoke drifts way revealing a young man sitting in the road in a driving position, with his car gone. The second stage targets the general community on how they can report Hoon behaviour.
Gatecrasher has also developed a new high profile television campaign to create awareness of legislative changes addressing the so-called one-punch homicide cases.
The sensitive subject matter required that extensive research be undertaken with the Victims of Crime Reference Group, potential victims and those likely to assault. An engaging television commercial with two different endings was created to promote both the consequence and prevention message. Part A shows a young man punching and killing a passer-by in the street outside a club. Part B shows the same scene, but this time the young man pauses before punching and decides to leave the other man in peace. The spots run within the same program but different ad breaks.
24 Comments
I smell an election in the air!
So the campaign is ‘hoon and you lose your car’ and the creative is literally someone hooning and losing their car? Spend long concepting on that one guys? And does anyone else think it’s a little bit like the MF ‘this is dave’ spot for the same client?
Then we have the ‘one punch’ scenario playing out (literally, again) with two endings because the client (research?) couldn’t decide which one would be less offensive.
Sorry, but ads written by the clients provide zero engagement with the target audience.
Possibly not the agencies fault, (a symptom spineless Govt clients taking the same ineffective ‘safe’ route?) but somehow I can’t imagine an agency like Marketforce settling for something so pedestrian.
Any links so we can see the spots?
BTW 11.23 don’t be so cynical.
I’ve been in the industry too long 11.49.
11.40 relax and get across the road for a long lunch at Julio’s. There’s an election coming up and there will be a lot more ads “written by the client”. MF will be doing their fair share too.
Can we cut the crap. These spots aren’t created for any audience other than 55 year-old plus Liberal-leaning, ACA-watching, West-reading voters out in the ‘burbs who have been convinced that the sky is falling in and the drunken one-punching hooning kids are out to get them but thankfully the government is ‘getting tough’ on them.
I’m not sure I can imagine a very hung-over 20 year-old waking up on Sunday afternoon going, ‘Thank God for those ads cos after my twelfth Bundy I was going smack that guy but luckily I recalled the compelling case made in that beautifully crafted one-punch spot I saw the other day while watching House.’
A case of the agency being the willing political puppet for propaganda dressed as ‘social marketing’.
Anybody watch Hollow Men this week?
I work at Linc actually. Don’t insult me 11.23.
I am relaxed. Thanks though.
Oh, and there’s no Julio’s across the road from where I work mate.
Undoubtedly most agencies in town will be doing govt propaganda, my comment was that MF usually (not exclusively) get more ‘creative’ ideas across the line.
Nice work stealing my ‘name’. Sneaky stuff. I like it.
Um didn’t marketforce do a press campaign last year for this same client that featured hoons doing burnouts sans their cars? iI’d like to see the two side by side for a comparison.
Spot on 1.25. Every government is tough on crime a few months before an election. What other “Look how good we are” campaigns are about to break?
Yes Marketforce did 2.35. But if it is for the same client it’s ok, isn’t it?
http://bestadsontv.com/print_details.php?id=9362
http://bestadsontv.com/print_details.php?id=9363
http://bestadsontv.com/print_details.php?id=9364
No. It’s not.
Is it supposed to be exactly the same as the 303 speeding ads? What’s going on? Check it out:
http://www.officeofroadsafety.wa.gov.au/documents/FlashQUICKTIME.mov
yes I’m sure its ok if they are paying-however wouldn’t you think GC would seize the opportunity and come up with their own idea or is this a case of the client coming into their new agency with their old shops work and saying make this into a tv ad?
Hey Kim and Michael, I think interest in adding to the comments thread on CB WA will peak in around 6 months – then fall away dramatically. You’d better come up with a second way to drive people to your site. But extremely well done for the present 😉
Typical. No production credits with this story. You agency guys are not the only ones involved in the creative process!
That’s because we are at the end of the food chain. No budget use a WA director. Big budget get AHT.
9.54 I don’t think this has anything to do with the size of the budget I think you’ll find it comes down to the nature of the script and the suitability of the director and ultimately their treatment. Creatives all over Australia turn to resources outside of their respective cities and states for this very reason. At the end of the day it’s about making the idea the best it can be. Just because its Perth shouldn’t make it any different.
What? and Perry Westwood is the only director in Sydney that can do a good treatment?
We don’t get the budgets some agencies get so using a ES director is not an option however it does appear our top agencies are a bunch of sheep. 303 use one director for HBF and use him again on other shoots. Fair enough. Then MF and GC go and follow them with the same bloody director like there are no others in Australia that can do the job. Sheep!
Give us the credits Martin. Did Perry direct these two ads too! Fuck. Surely for election advertising like this it has to be all WA grown?
I’m going to speak up on that one. First up, can I say that 303 are not the first people in Australia or NZ or Asia for that matter to use AHT and Perry. I’ve been familair with their work long before I came to Perth. At Saatchis, Adrian Hayward, one of the founders of AHT, was an agency favorite for years and I have always had an enormous amount of respect for his and Toby’s company. At that time, I remember Perry’s reel being sent around when he first arrived from England and started working through Silverscreen. I remember being very impressed by it and even though I never had the opportunity to work with him, other colleagues of mine did and they were all delighted with the experience and the end product. In this instance,you’re obviously referring to Perry’s work on our recent Lotterywest project. O.K you are correct. Perry was given the opportunity to present a treatment as were a number of other directors from Sydney, Melbourne and right here in little old Perth. The script was a very difficult piece in that it had the potential to come across as too worthy and too sentimental if handled incorrectly. This is often the case with ideas that don’t rely on slapstick humour , visual puns, sight gags, one liners and last minute reveals.
Perry was choosen on the evidence of the work he’s done handling similar material for some of the countries largest brands i.e Telstra and Qantas-his work on HBF had nothing to do with it believe me. His treatment was by far and away the best -something that was openly acknowledged not only by ourselves but by our client.
He was the right man for the job and he has rewarded our faith and our clients with a campaign that captures the brand values of Lotterywest perfectly,
and I don’t believe there is another director in the country who could have done a better job.
I’ve lost track of the amount of TV ads I’ve made over the past twenty years. I’ve used the same production companies and the same directors as some of my best mates in the business and some of my greatest rivals.
It’s never been about following it’s been about trying to lead and inorder to do that, you need to ensure you have the right people on board for the right occassion.
And as for the Sheep jokes, I’m a kiwi c’mon!
A.T.
Hey 1.25 (or sb?), yeah I watched Hollow Men. Funniest oz show in a very long time. Brilliant stuff and quite pertinent too.
You win the ‘best comment of the day’ award too, please see Kim at CB for your trophy.
One Punch was directed by Lachlan Milne and produced by Kate Downie
Hoons was directed by Rob Forsyth and produced by Factor 30