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Whybin\TBWA's 'Crash Test Drive' given Innovation nod at this year's Cannes Lions

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The 'Crash Test Drive' campaign for NRMA Insurance by Whybin\TBWA is officially the only Australian campaign to be nominated for an award in the 'Innovation' category at the 2014 Cannes Lions. The campaign, which is one of 30 pieces shortlisted for the award from around the world, has already received plaudits from the Sydney Royal Easter show, where the 'Crashed Car Showroom' initiative (of which the campaign is just one element of) was named 'Best in Show'.

'Crash Test Drive' demonstrates what it would be like to be a crash test dummy in a real vehicular collision

The 'NRMA Crash Test Drive' was one of the most celebrated elements of the interactive 'Crashed Car Showroom' exhibition, which was created by the Digital Arts Network, Eleven PR, Alfred and, of course, Whybin\TBWA Sydney in order to raise awareness about the importance of road safety in Australia. Crash Test Drive demonstrates what it would be like to be a crash test dummy in a real vehicular collision, and does so using bespoke software and mechanics, built by a team of coders and mechatronic engineers, who used virtual reality Oculus Rift technology and custom hydraulics to create the experience. The exhibit attracted thousands of visitors throughout the two weeks in March when it was housed on York Street in the Sydney CDB. It then began touring the country, and quickly began catching the attention of national and international media.

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The initial exhibition was created after a survey conducted by NRMA revealed a concerning lack of knowledge amongst Australian drivers regarding car safety technology. It found that whilst 95% of Australian drivers claim safety is their first priority, only 1 in 10 feel they are truly knowledgeable about car safety. Robert McDonald, head of research at NRMA, said he found the results worrying. He said that “Cars have changed a lot in the last 10 years,” and he urges drivers “To understand safety technology and which features to consider when making a car purchase, particularly if buying second-hand cars.”

A study conducted by NRMA found that whilst 95% of Australian drivers claim safety is their first priority, only 1 in 10 feel they are truly knowledgeable about car safety

Whybin\TBWA Sydney will be presenting their work to the industry at the festival, which takes place between the 15th and the 21st of June in Cannes. The 'Innovation Lions' category has been described as the home for “The most innovative ideas,” which are “Driving the industry forward,” which is certainly apt for this particular campaign, given the subject matter. The nomination arrives at the tail-end of the agency's 4 year long relationship with the brand, as M&C Saatchi won the NRMA account last month, following a competitive pitch, in a deal rumoured to be worth in excess of $20 million.

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Paul Bradbury, Whybin\TBWA's regional boss says that the nomination is a testament to the Whybin\TBWA team's “Fantastic work”, and also praises the agency's partners at NRMA, who he says “Deserve the credit too.”

Official Whybin\TBWA Australia Website

Official NRMA Website

Official Cannes Lions Website

Benjamin Hiorns is a freelance writer and musician from Kidderminster in the UK who doesn't drive, and couldn't be happier to be a non driver having researched this piece!

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