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The Ripple Effect

Award: Wood Pencil

Wood Pencil / TV & Cinema Advertising / TV Commercials over 120 seconds / 2011

The Transport Accident Commission needed a new way to get young drivers to slow down. This campaign tells the stories of some of the many people affected by the crash that killed Luke Robinson on 28 March 2010. They include passengers in the car, witnesses, Luke’s family and friends, local people, the mortician and the emergency services. A minimal crew filmed the entirely unscripted stories that appeared as 26 separate commercials and then as this compilation. It shows the ripple effect of one moment of recklessness.

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