Powerful Campaign Film Wakes People Up to the Dangers of Driving While Fatigued

‘With under 5 hours sleep, you’re 4 times more likely to crash.’





Clemenger BBDO

Good Oil

A jarring new campaign from Victoria’s Transport Accident Commission (TAC), is giving sleepy drivers a serious wake-up call.

The campaign, via Clemenger BBDO, discourages drivers from getting behind the wheel while tired in Victoria, where 16% to 20% of all fatal crashes can be attributed to fatigue.

The creative concept distills the complex science of sleep down to an unforgettable rule: ‘With under 5 hours sleep, you’re 4 times more likely to crash.’


The one-minute campaign film is meant to jolt the audience’s attention. It follows a new dad on his journey home, ending with the campaign tagline, ‘Driving tired? Wake up to yourself.’

That basic tenet underpinning the campaign draws on recent Monash University research into the relationship between hours slept and crash risk. Studies found that those who receive between four- and five-hours of sleep could experience a four times higher crash risk when compared to those who slept seven hours or more.

Transport Accident Commission, CEO Tracey Slatter said, “Lack of sleep can dramatically affect our ability to drive safely, and this campaign will educate Victorians around the risks associated with driving tired and promote how much sleep you need before you are safe to drive.”



Clemenger BBDO ECD Richard Williams added, “Too often, drivers dismiss their own fatigue because they have no way of measuring it. Now, similar to how 0.05 measures drink driving, TAC have quantified what it means to be fatigued. It was a great jumping off point for the creative work.”

Clemenger BBDO Strategy Partner Mike Ronkoske said, “Most people know you can’t drive with a blood alcohol concentration (BAC) of 0.05 or more. Now there’s a BAC for sleep—less than 5 hours sleep could kill you. It’s a rule to live by.”


Client: TAC
Senior Manager, Marketing & Media: John Thompson
Team Manager, Marketing & Advertising: Nardia Brancatisano
Campaign Manager, Marketing & Advertising: Katrina Nedeski
Former Campaign Coordinator, Marketing & Advertising: Gemma Radbourn

Creative Agency: Clemenger BBDO
Executive Creative Director: Richard Williams
Junior Art Directors: Ben Bryan & Nathan Va
Junior Copywriter: Ben Hall
National Traffic Manager: Karen Kushinsky
Strategy Partner: Mike Ronkoske
Managing Partner: Jason Melhuish
Group Business Director: James Kerr
Business Manager: Tom von Stieglitz
Account Executive: Caitlin Jackson
Production Director: Lisa Moro
Senior Broadcast Producers: Alana Teasdale & Jo Howlett
Producer: Amalia Makris
Senior Editors: Jennifer Cahir & Andy Packer
Film Executive Producer, MADE THIS: Ainslee Littlemore
Directors, MADE THIS: Jay Topping & Thomas Pollard
Lead Producer, MADE THIS: Callum Smit
Digital Executive Director: Claire Bisset
Lead Digital Designer: Justin Tumilaar
Digital Producers: Meera Srikanth & Rumi Guo
Digital Developer: Andy Bui
Head of Studio: Matt Gauci
Retoucher: Mike McCall
Finished Artists: Craig Jacques, Sam Tsui & Aseem Rishi

Film Production: Good Oil
Director: Nathan Price
Executive Producer: Simon Thomas
Producer: Claire Richards
DoP: Germain McMicking
Casting Director: Amy Mete, Nick Hamon Casting
Production Designer: Lucinda Thomson
Offline Editor: Jack Hutchings, The Editors
Post Production House: Alt VFX
VFX Supervisor/Flame Artist: Dave Edwards
Post Production Producer: Celeste Fairlie
Colourist: Fergus Rotherham
Music: Antony Partos, Sonar
Sound House: Squeak E Clean
Executive Producer: Ceri Davies
Sound Design: Paul Le Couteur & Cam Milne

Photography Production:
Photographer: Christopher Tovo
Producer: Andrew Zappia (99 Productions)
Digi Op: Jake Lowe & Ilona Savchenko
Camera Assistant: Liam Cullinane

Media Agency: OMD


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