The primary campaign was the creation of 2 TV commercials – one for urban driving, one for rural driving. These were also screened online (pre-roll and social content), complemented by a range of print advertisements – billboard, newspaper/magazine ads and flyers. Dash cam footage was collated to show real-world occurrences of very common crash types. The dash cam footage was spliced with bespoke created scenes showing collision avoidance technologies at work – the idea being that these technologies fitted to the vehicle would help prevent ‘dash cam-esque’ scenarios and prevent fatalities.
Concept Development / Refinement
We illustrated this messaging by creating two versions of the ad in ‘real world’ situations; one in an urban area, one rural. The former focused on pedestrians, and the latter on tired or distracted driving. Our vision was to focus less on negative outcomes like death and destruction, which audiences usually expect from Car Safety Awareness campaigns, and instead our direction focused on the solution creating a positive result. Both Ads finish with the Drivers happily going on their way, therefore portraying these safer technologies as ‘re-writing the ending’.
We were able to navigate large scale productions safely during the COVID-19 pandemic, as the first lockdown in the ACT began the day before our first shoot in 2020. Returning to set had it’s new challenges and risks, but we adapted and improved our practises to ensure that everything behind the scenes ran smoothly.
Coupled with this was our first attempt at using a large car rig, and formally closing off a residential street with traffic control. These made for high production value shots, and through understanding our client’s expectations and demographics successfully achieved the brief by filming everything practically.
DIRECTOR/DOP/EDITOR JIMMY ENNETT
PRODUCERS SAM TREMAYNE, WILL MIDDLETON
1ST ASSISTANT CAMERA TOBIAS THORNE
GRIP JOHN WATERHOUSE
BEST BOY TOBIAS RIDEWOOD
MAKE-UP VICKY HAYES
SOUND RECORDING DAVID O'ROURKE
PRODUCTION ASSISTANT ELINOR JOHNSTON-LEEK
PHOTOGRAPHY LIGHTBULB STUDIO
TALENT PROVIDED BY PLAYDANCE AGENCY
"Outstanding work by the CRUX team. Unflappable throughout. No hurdle was too high and everything was delivered ahead of deadline (together with countless humorous quips). Your modern approach to business is refreshing. Thank you is not great enough.”Rhianne Robson