Working alongside sponsorship agency 'Super-sub', we were asked by Always Live to create a road safety campaign for one of they major event sponsors – the Transport Accident Commission.

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With road fatalities in Victoria on the rise, we needed to come up with a concept that raised awareness of the dangers of driving whilst under the influence. The idea also had to be a natural fit for both clients. 

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After much exploration, we realised that there was this overwhelming combined sense of loss that friends and family endure when they lose a loved-one as a result of drink-driving. The challenge was how could we relate this to all the people attending the various music concerts?

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We soon began to realise a musicians bond with their bandmates was very similar to that shared by most friends and family. But how do you get this across at multiple live music events?

 

You ask a plethora of performing artists to take a moment out of their performance to introduce their fellow band members to the adoring fans. Then you get them to let the audience know exactly how much their bandmates mean to them on a personal level.

 

This resulted in the majority of musicians each bringing their performance to a momentary halt to introduce the KTBT campaign.
 

Even though each artists campaign intro was delivered in their own unique style, all artists delivered the same resulting message to each and every fan – 'Keep the Band Together'!

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Because without the band, there is no music!

 

Each member of the audience was encouraged to look out for their own band mates (their friends and family), by keeping them safe, keeping them together and making sure they do not drive home from the concert whilst under the influence of drink or drugs.

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See the campaign film below.