From Transport Accident Commission Victoria.
Road safety campaigns blame drivers, when the real problem is that the human body was never built to survive a collision.
Commission a sculpture of the only human body that could survive a car crash, built with a trauma surgeon and a crash investigator.
The Stupid/Smart of it
Stupid: Spending public money on a disturbing artwork rather than on conventional warning advertising.
Smart: Making a grotesque statue is an odd road-safety buy, but it proves the point anatomically instead of arguing it.
A state road-safety authority has the crash data and the mandate to commission the science.
A physical object toured galleries and schools, and photographs of it did the rest.
Briefing an artist with a trauma surgeon and a crash investigator, so the grotesqueness is anatomically earned rather than designed for shock.
Idea-poweredIt works when you describe it out loud. You could brief this. Survives paraphrase.
Cannes Lions 2017: two Grands Prix — Health & Wellness, and Cyber.
29 Lions in total including eight Gold, making it among the most awarded campaigns of 2017.
Client: Transport Accident Commission, Victoria
Agency: Clemenger BBDO, Melbourne
Sculptor: Patricia Piccinini
Science: trauma surgeon Christian Kenfield and crash investigation expert David Logan
Technology: Google Tango augmented reality, letting visitors look beneath Graham's skin
Shown at: State Library of Victoria from July 2016, then a regional roadshow
The devices behind this one, from our library of ways in:
Sources: Campaign Brief, launch announcement · Contagious, Insight & Strategy: Meet Graham · Campaign US, Cyber Grand Prix · Wikipedia, Project Graham
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