ZONE IN
DRAWING ATTENTION TO DISTRACTION
FLIPSTERS
Managing Director
Motion Designer
Account Manager
Senior Designer
Creative Director
General Manager
Strategy Director
There’s a good reason we’re making a big song and dance about safety. Every year across Queensland, too many roadworkers don’t make it home after their shifts, and many more are injured on the job.
A moment’s distraction can change lives forever. A glance at a phone. A change of song. A few kilometres over the limit. That’s all it takes.
So when the Traffic Management Association of Australia (TMAA) approached us to help bring a new road safety initiative to life, we saw an opportunity to create something clear, direct, and hard to ignore.
A SIMPLE IDEA, WITH SERIOUS INTENT
Zone In is a statewide awareness and behaviour change campaign designed to cut through to a very specific target market.
Research showed us that young men are most likely to be complacent and susceptible to distractions when driving, so we built our campaign around an idea that spoke directly to them.
Backed by the Queensland Government and Department of Transport and Main Roads, the campaign centred on a simple call to action: Zone in – Lives are ahead.
The challenge, though, was to create a vehicle to engage an audience that can be quite discerning and sceptical when it comes to this type of messaging.
What was needed was the right combination of creativity, catchiness, and clarity.
BUILDING A CAMPAIGN THAT CUTS THROUGH
Can a song change hearts and minds?
That was the proposition we were working with as we created a song from scratch with an accompanying music video to land this very important safety message.
The Zone In brand and campaign ecosystem was designed to work across multiple touchpoints. From out-of-home placements and digital channels through to an interactive website and campaign merchandise, we gave the core message the best chance possible to reach its intended audience.
The campaign launched on one of Brisbane busiest stretches during peak hour with an unmissable digital billboard bringing the message directly into the environment where it mattered most.
THE OUTCOME
At its core, Zone In was designed to do one thing well: make drivers think about their actions when they enter a roadworks zone.
By combining a strong central idea with a cohesive campaign system, the initiative created a consistent reminder across multiple channels like Spotify and TikTok, going the distance to help reduce distraction and improve safety for the people who ultimately keep us safe on the roads.
The outcome? High engagement, millions of impressions, and a message that will lead to safer working conditions for our valued roadworkers.
1.4M+
impressions
29K+
visits
30K+
clicks
FULL CREDITS
Andrew Welstead
Director
John La Motta
Creative Direction
Gabby Mendoza
Art Direction
Doug Wilson
Editor / VFX
Tom Claxton
Copywriter
Ema Wang
Producer
Chris Perren
Composer
Durriwiyn
Lead vocals / talent
Shem Allen
Backing vocals
FROM THE CLIENT
The team at Flip are a dream to work with. The whole process was incredibly collaborative – from concept development through to filming and editing. Flip made our vision come to life and we highly recommend working with them.
