Transport for New South Wales’ goal was to increase road safety and decrease the number of road deaths through their existing campaign 'Get your hand off it'. Using their remaining contractual asset with the AFL team the Sydney Swans, we were approached to create a piece of content which would be shown in-stadia at Sydney Swans home games, train stations around New South Wales and be seeded out through social media.

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Using players Callum Sinclair, Sam Reid, Heath Grundy and Keiren Jack, we created a piece of content which explored our addiction to being constantly connected to our phones. In our execution we gave the Keiren Jack's phone a life of its own demonstrated’ how distracting your device can be. ​

 

Our client loved the content so much that the NSW Minister for Roads, Maritime and Freight, Melinda Pavey’, personally launched the campaign at a press conference standing side by side with Sydney Swans star Kieren Jack. The TVC part of the campaign went on to be the third highest ranking piece of content on the Sydney Swans website, beating out high traffic events like key player signings and team announcements. To get maximum exposure, we conducted a Sydney Swans website takeover over to coincide with the 2018 senior team announcement.

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Creative Idea // Art Direction// Graphic Design // Editing (music, grade, cut) // Production