Babies and little kids end up locked in cars surprisingly frequently, usually due to a split second of inattention or forgetfulness—especially now that automatic locking is a 'security' feature of some vehicles. In fact, this potentially deadly situation happens 400 times a year in Western Australia, according to RAC (Royal Automobile Club) and Wunderman Thompson.
The agency devised an aluminum decal that goes on over parking-spot stripes to give parents a memory nudge right when they need it most: before they shut the car door with their keys inside.
The ‘Key Lines’ were installed at a couple of large shopping centres in WA so far, and the agency says it intends to roll the idea out to more car parks. A supporting campaign will run across radio, TV, digital, press, OOH and social.
As a creature with preternatural memory abilities, Ad Nut would never forget keys, but understands that you humans aren't as blessed. However, Ad Nut is struggling to understand why automakers can't design a system that's smart enough to not lock automatically if a) there's a person in the car or b) the keys get left in the car after people exit (in which case the car should just pipe up and say, 'Hey, knucklehead! You forgot your keys!'). Surely with the available sensor technology this should be possible?
Simon Langley, National Chief Creative Officer
Angela Morris, National Chief Strategy Officer
Joe Hawkins, Creative Director
Lochie Newham, Creative
Jack Elliott, Creative
Nicole Beer, Senior Producer
Doni Savvides, Partner
Tammy Hackett, Engagement Lead
Farah Alias, Engagement Manager
Kate Gibson, Engagement Manager
RAC Roadside Assistance
John Griffiths, General Manager - Motoring
Emily Bray, Senior Marketing Manager – Motoring
Emma Gray, Marketing Manager – Projects & Support
Production Company: Alucinor Productions
Director, Dean Butler
DP, Shane Piggott
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