Cannes Lions
CLEMENGER BBDO ADELAIDE, Adelaide / MOTOR ACCIDENT COMMISSION / 2014
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With vast distances between South Australian towns, driver fatigue plays a significant role in many SA road fatalities. Research shows a clear link between regular rest stops and more attentive driving. To convey this message in radio inspiration was derived from the soft drink jingles of yesteryear. From its juicy synth intro, 'Refresh Your Drive' stacks one 80s musical cliché on top of another with a punchy live band, zesty lead vocals, triple tracked back-up singers, retro warmth via analogue recording and dizzying lead guitars, heavenly flutes and a wild heartfelt sax urging listeners to refresh their drive and stay alive.
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