Press ad
Road Accident Prevention Team
A discomforting
parody of the well-known light bulb joke is used to address a grisly topic.
| Client |
McCann-Erickson Advertising (advertising agency for Road Accident Prevention Team). |
| Client description |
Community action group formed to seek funding for road safety projects |
| Format(s) |
Full-page ad in Australian Financial Review |
| Audience |
Corporate sponsors |
| Our tasks |
Ad concept, design, copywriting, logo design and promotional kit (featuring merchandise and "hype" video). Created in collaboration with other McCann-Erickson creative/production team members and suppliers. |
Project summary
RAPT fixed dangerous pedestrian black spots before accidents
occurred there.
The headline alludes to this—a parody of the well-known light bulb joke. Gloomy photography and the inverted layout creates visual tension, helping to reinforce the seriousness of the topic.
The ad announced the launch of the sponsorship drive.
Awards
 The ad's original design was a Caxton finalist.
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