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TAC: Australia's Deadliest Predator

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Australia is home to some of the world’s most feared predators. But the reality is that speeding killed 70 times more Australians last year than crocodiles, snakes, spiders and sharks combined - making speed Australia’s Deadliest Predator.

This integrated campaign reframed speeding as the threat we should truly fear, brought to life through a zoo enclosure experience featuring a speeding car, supported by film, posters, radio, social, and an immersive audio piece crafted entirely from the sounds of speeding vehicles.

By making speed visible and visceral, the campaign forced Australians to confront it in the same way they fear a snake’s strike or a shark’s fin. Shifting speeding from an abstract statistic into a living, breathing predator.
Credits Other credits

Transport Accident Commission (TAC)

Michaela Clayton, Campaign Manager

Michael Knox, Team Manager (Marketing & Advertising)

Nicolas McGay, Manager of Media and Communications

Alex White, Media and Communications Advisor



Eardrum

Ralph van Dijk

Tess Waldron

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