Dept of Transport & Main Roads

Memories

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.

Video poster
Video poster

Additionally, a series of ‘Holiday Memories’ postcards featuring retro holiday imagery were circulated within the community, to remind people of the Fatal 5 road behaviours (speeding, not wearing a seatbelt, drink/drug driving, driver distraction, and driving whilst fatigued).

Postcards depicting holiday memories

Awards and Recognition

Award logo - BADC

Silver

Electronic – TV and Cinema (30 Second) Category (for ‘Christmas’ 30 Second TV)

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Silver

Electronic – TV and Cinema (30 Second) Category (for ‘Holidays’ 30 Second TV)

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Bronze

Electronic – TV and Cinema (Over 30 Seconds) Category (for ‘Christmas’ 45 Second TV)

Award logo - BADC

Bronze

Electronic – TV and Cinema (Over 30 Seconds) Category (for ‘Holidays’ 45 Second TV)

Award logo - BADC

Bronze

Electronic – TV and Cinema (TV and Cinema Large Format Category (for ‘Christmas’ 45 Second Cinema)

Award logo - BADC

Bronze

Electronic – TV and Cinema (TV and Cinema Large Format) Category (for ‘Holidays’ 45 Second Cinema)

Award logo - BADC

Bronze

Design, General Category (for ‘Holiday Memories’ Postcards)

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Finalist

Integrated Media Campaign Category

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Finalist

Electronic Craft - Direction Up to 60 Seconds (for 'Christmas' 45 Second TV/Cinema)

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