CLEAR MIND, CLEAR SIGHT
Phone related distractions are the number one cause of crashes among 17 — 25 year olds on Australia’s roads. Working with Re:act, “Clear Mind, Clear Sight” shows the viewer a simple solution to distractions.
Client: Re:act // TAFE SA
AADC Student Finalist - E.01 Idea // E.02 Craft
Overview
This creative direction shows a driver, (or “dummy”) been bombarded and crowded by unimportant, mundane, and sometimes miss-spelt text messages while driving. These messages were inspired directly from messages that I have sent and received while driving, which further highlighted how much I had let it get in my way of driving safely.
The concept behind this creative direction is based on findings that not all distractions are visual, and even simple notifications can still take the driver’s mind away from the task at hand. This is reflected in the tagline; “Clear Mind, Clear Sight”, which is paired with a strike-through bell symbol, using familiar imagery to provide the audience with a solution to avoid distractions.
The message content features references to roads or places in both Adelaide and Melbourne. This shows that the same campaign can be spread across the country, yet can be tailored to local areas, roads, and suburbs. It also was a personal Easter Egg for others to find, as the Melbourne based references are from where I grew up.
While Re:Act were quite clear that the audience was 17 to 25 year olds, it was up to our own research to define what kind of phone distraction we would be targeting.
While other students chose to look at distractions that related to music or pedestrians being distracted, I selected messaging as my specific theme, with around 54% of respondents admitting that they were distracted by messaging or phone calls.
Students were provided with the bones of how Re:act and other stakeholders required the creative to be delivered. This included lockups of logos, and a pre-defined exclusion area at the bottom of the composition. I used Blender to create the message bubbles, which had vector messages UV wrapped around each bubble, and used add-ons such as Blender-Kit and Mixamo to source assets such as a vehicle and a model.
This was later exported into Adobe Illustrator, with the final billboard shown on as mockups on billboards around Adelaide, taken by me. These mockups give the advertisement a real world feel by placing it in familiar and local environments.
Outcome
While Re:Act were quite clear that the audience was 17 to 25 year olds, it was up to our own research to define what kind of phone distraction we would be targeting.
While other students chose to look at distractions that related to music or pedestrians being distracted, I selected messaging as my specific theme, with around 54% of respondents admitting that they were distracted by messaging or phone calls.
While Re:Act were quite clear that the audience was 17 to 25 year olds, it was up to our own research to define what kind of phone distraction we would be targeting.
While other students chose to look at distractions that related to music or pedestrians being distracted, I selected messaging as my specific theme, with around 54% of respondents admitting that they were distracted by messaging or phone calls.
Audience / Research
Software
Overview
This creative direction shows a driver, (or “dummy”) been bombarded and crowded by unimportant, mundane, and sometimes miss-spelt text messages while driving. These messages were inspired directly from messages that I have sent and received while driving, which further highlighted how much I had let it get in my way of driving safely.
The concept behind this creative direction is based on findings that not all distractions are visual, and even simple notifications can still take the driver’s mind away from the task at hand. This is reflected in the tagline; “Clear Mind, Clear Sight”, which is paired with a strike-through bell symbol, using familiar imagery to provide the audience with a solution to avoid distractions.
The message content features references to roads or places in both Adelaide and Melbourne. This shows that the same campaign can be spread across the country, yet can be tailored to local areas, roads, and suburbs. It also was a personal Easter Egg for others to find, as the Melbourne based references are from where I grew up.
While Re:Act were quite clear that the audience was 17 to 25 year olds, it was up to our own research to define what kind of phone distraction we would be targeting.
While other students chose to look at distractions that related to music or pedestrians being distracted, I selected messaging as my specific theme, with around 54% of respondents admitting that they were distracted by messaging or phone calls.
Students were provided with the bones of how Re:act and other stakeholders required the creative to be delivered. This included lockups of logos, and a pre-defined exclusion area at the bottom of the composition. I used Blender to create the message bubbles, which had vector messages UV wrapped around each bubble, and used add-ons such as Blender-Kit and Mixamo to source assets such as a vehicle and a model.
This was later exported into Adobe Illustrator, with the final billboard shown on as mockups on billboards around Adelaide, taken by me. These mockups give the advertisement a real world feel by placing it in familiar and local environments.
Outcome
While Re:Act were quite clear that the audience was 17 to 25 year olds, it was up to our own research to define what kind of phone distraction we would be targeting.
While other students chose to look at distractions that related to music or pedestrians being distracted, I selected messaging as my specific theme, with around 54% of respondents admitting that they were distracted by messaging or phone calls.
While Re:Act were quite clear that the audience was 17 to 25 year olds, it was up to our own research to define what kind of phone distraction we would be targeting.
While other students chose to look at distractions that related to music or pedestrians being distracted, I selected messaging as my specific theme, with around 54% of respondents admitting that they were distracted by messaging or phone calls.
Audience / Research
Software
Overview
This creative direction shows a driver, (or “dummy”) been bombarded and crowded by unimportant, mundane, and sometimes miss-spelt text messages while driving. These messages were inspired directly from messages that I have sent and received while driving, which further highlighted how much I had let it get in my way of driving safely.
The concept behind this creative direction is based on findings that not all distractions are visual, and even simple notifications can still take the driver’s mind away from the task at hand. This is reflected in the tagline; “Clear Mind, Clear Sight”, which is paired with a strike-through bell symbol, using familiar imagery to provide the audience with a solution to avoid distractions.
The message content features references to roads or places in both Adelaide and Melbourne. This shows that the same campaign can be spread across the country, yet can be tailored to local areas, roads, and suburbs. It also was a personal Easter Egg for others to find, as the Melbourne based references are from where I grew up.
While Re:Act were quite clear that the audience was 17 to 25 year olds, it was up to our own research to define what kind of phone distraction we would be targeting.
While other students chose to look at distractions that related to music or pedestrians being distracted, I selected messaging as my specific theme, with around 54% of respondents admitting that they were distracted by messaging or phone calls.
Students were provided with the bones of how Re:act and other stakeholders required the creative to be delivered. This included lockups of logos, and a pre-defined exclusion area at the bottom of the composition. I used Blender to create the message bubbles, which had vector messages UV wrapped around each bubble, and used add-ons such as Blender-Kit and Mixamo to source assets such as a vehicle and a model.
This was later exported into Adobe Illustrator, with the final billboard shown on as mockups on billboards around Adelaide, taken by me. These mockups give the advertisement a real world feel by placing it in familiar and local environments.
Outcome
While Re:Act were quite clear that the audience was 17 to 25 year olds, it was up to our own research to define what kind of phone distraction we would be targeting.
While other students chose to look at distractions that related to music or pedestrians being distracted, I selected messaging as my specific theme, with around 54% of respondents admitting that they were distracted by messaging or phone calls.
While Re:Act were quite clear that the audience was 17 to 25 year olds, it was up to our own research to define what kind of phone distraction we would be targeting.
While other students chose to look at distractions that related to music or pedestrians being distracted, I selected messaging as my specific theme, with around 54% of respondents admitting that they were distracted by messaging or phone calls.
Audience / Research
Software
Overview
Students were engaged by Re:act to create a billboard that aimed to change young people's behavior around phone distraction. Re:act and other stakeholders advised us that it was up to us who we were going to target, as they defined a road user as drivers, passengers, cyclists and even pedestrians. However, the final creative needed to be grounded in our own research, and then presented back to the panel and the class.
Audience
While Re:Act were quite clear that the audience was 17 to 25 year olds, it was up to our own research to define what kind of phone distraction we would be targeting.
While other students chose to look at distractions that related to music or pedestrians being distracted, I selected messaging as my specific theme, with around 54% of respondents admitting that they were distracted by messaging or phone calls.
Software
Students were provided with the bones of how Re:act and other stakeholders required the creative to be delivered. This included lockups of logos, and a pre-defined exclusion area at the bottom of the composition. I used Blender to create the message bubbles, which had vector messages UV wrapped around each bubble, and used add-ons such as Blender-Kit and Mixamo to source assets such as a vehicle and a model.
This was later exported into Adobe Illustrator, with the final billboard shown on as mockups on billboards around Adelaide, taken by me. These mockups give the advertisement a real world feel by placing it in familiar and local environments.
Outcome
This creative direction shows a driver, (or “dummy”) been bombarded and crowded by unimportant, mundane, and sometimes miss-spelt text messages while driving. These messages were inspired directly from messages that I have sent and received while driving, which further highlighted how much I had let it get in my way of driving safely.
The concept behind this creative direction is based on findings that not all distractions are visual, and even simple notifications can still take the driver’s mind away from the task at hand. This is reflected in the tagline; “Clear Mind, Clear Sight”, which is paired with a strike-through bell symbol, using familiar imagery to provide the audience with a solution to avoid distractions.
The message content features references to roads or places in both Adelaide and Melbourne. This shows that the same campaign can be spread across the country, yet can be tailored to local areas, roads, and suburbs. It also was a personal Easter Egg for others to find, as the Melbourne based references are from where I grew up.
While Re:Act were quite clear that the audience was 17 to 25 year olds, it was up to our own research to define what kind of phone distraction we would be targeting.
While other students chose to look at distractions that related to music or pedestrians being distracted, I selected messaging as my specific theme, with around 54% of respondents admitting that they were distracted by messaging or phone calls.
