It’s a sad reality that road tragedies tend to spike at the ‘happiest’ time of year. This campaign contrasted nostalgic summer holiday memories with the devastation of road trauma.
Appearing across TV, cinema and online, campaign videos featured old home-movie style footage of families enjoying time together over the holidays. The question ‘What will this Christmas/Holidays be remembered for?’ was posed to audiences, with a tragic glimpse of what can potentially go wrong on the roads.
The Christmas ad featured a melancholy version of the song 'Have yourself a merry little Christmas’. The Holidays version, which appeared in January, was underscored by a heartfelt rendition of the Aussie classic 'Flame Trees'.
Via social media, people were also encouraged to share their favourite holiday photos, which were individually animated and brought to life, for sharing with family and friends.