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The Bushfires and Covid19 may have claimed the headlines in 2020, but Australia’s roads still claimed more lives. NRMA’s purpose is to make Australia a safer place. Our job was to remind Australians in the holidays of the danger of falling asleep at the wheel on long journeys. We created a dreamlike vision with one foot in ‘today’ and one in the future. A mother, with two sleeping daughters, falls asleep. Instead of the expected disaster the car drives itself though a dreamlike journey across Australia to Grandma. The end titles ask ‘Until all our cars can drive themselves, drive safe’.

Create a piece of film for the holiday season that would connect with every Australian, and remind them of the dangers of falling asleep on long journeys in a fresh and compelling way. Make it so good it troubles the judges at D&AD.

The data tells us people have become immune to crash scenes in road safety ads, so let’s not do that, let’s make a film where the driver does the unforgivable, falls asleep with her children in the back seat, then doesn’t crash but instead enters a magical, utopian future world where no one crashes and cars drive themselves. A cautionary tale which asks us to drive safe, until all cars can drive themselves. ( Coming soon they tell us!)