303 Advertising blitzed the recent national Golden Stylus Awards in Melbourne, winning gold in the entertainment category for an Artrage commercial, silver in the food category for Giardini’s Restaurant and gold in the actor’s performance category for the same commercial.
Creative director Mike Edmonds won silver in the theme campaign category for 303’s Office of Road Safety radio campaign plus silver in the public service category for the ‘Big Night Out’ commercial from the same campaign.
Senior writer Malcolm Maclean won gold in the utilities and services category for the Western Power account.
With the festive season approaching, 303 has grabbed the attention of TV viewers with its new drink driving campaign for the Office of Road Safety that repeats the ‘consequences’ theme of the previous campaign. The “some hangovers last a lifetime” tag has been again employed, this time to show the effects of road trauma on family and friends of the victim.
Research indicated that the impact of drink driving on victims, their families and friends was a major motivating factor in getting people to plan an alternative to drink driving.
The strategy involves targeting the drinker who does not plan ahead regarding transport home and people who have got away with drink driving in the past, pushing their luck again.
The decision to retain the theme from the last campaign was based on its success for both the client and the agency.
Research commissioned by the Office of Road Safety showed that the TV commercials used were highly effective in reaching the target audience and they were now more concerned with the harm drink driving can cause others.
The campaign’s TV and radio won at the Perth Art Directors Club Awards, the TV won at the national ATV Awards and is a finalist in the AWARD Awards to be announced in November. The campaign runs until January 9.
