Zone In
Year
2026
Client
TMAA
Service
Art Direction, Campaign
A statewide campaign to stop distracted driving killing roadworkers, built around original music.
© Zone In
Challenge
Too many Queensland roadworkers do not make it home. Research pointed at young men as the most distracted drivers, and they are exactly the audience most sceptical of safety messaging.
Solution
We built the campaign around one line, Zone in, lives are ahead, and wrote original music to carry it. It ran across out-of-home, digital, website, merchandise, Spotify and TikTok rather than relying on a single format.
Outcomes
More than 1.4 million impressions, over 29,000 site visits and more than 30,000 clicks.
IUIH
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