Contenders at Cannes 2023: mycar Tyre & Auto – R Plates | TBWA Sydney

Leading up to Cannes Lions, we showcase creative campaigns submitted from across the Asia Pacific.

Campaign Background


Despite mental health and trauma being hot button topics, society was not acknowledging psychological trauma arising from incidents on the road, which left mycar Tyre & Auto with their brand purpose ‘People first’ perfectly positioned to be the first to talk about it.

In Australia when you’re learning to drive you place an ‘L’ (for learner) Plate on your car. We created R (Return) plates – a plate to recognise drivers returning to the road after a traumatic incident.

The R plate achieves two things simultaneously; pointing out a problem that had been otherwise ignored in society and encouraging those who had suffered to seek help to overcome their trauma.

The physical plate communicates the issue in real time where it matters, on the road. Each plate has a QR code, connecting drivers with psychological support wherever they need it.

The campaign ecosystem targeted different mindsets to break down barriers about road trauma to change driver behaviour.

The campaign has garnered enthusiastic support from the Automotive industry, and we plan to use this groundswell to lobby the government for a nationally backed roll out in 2023.

The Work

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