{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"PUBLIC SERVICES & CAUSE APPEALS","is_link":false},{"keyword":"ENTRANT COMPANY","content":"THINKERBELL, MELBOURNE","is_link":false},{"keyword":"TITLE","content":"AUSTRALIA'S DEADLIEST PREDATOR","is_link":false},{"keyword":"BRAND","content":"TRANSPORT ACCIDENT COMMISSION","is_link":false},{"keyword":"ADVERTISER","content":"TRANSPORT ACCIDENT COMMISSION","is_link":false},{"keyword":"AGENCY","content":"THINKERBELL, MELBOURNE","is_link":false},{"keyword":"CHIEF EXECUTIVE OFFICER","content":"MARGIE REID","is_link":false},{"keyword":"CHIEF STRATEGY OFFICER","content":"ADAM FERRIER","is_link":false},{"keyword":"MANAGING DIRECTOR","content":"JAIME MORGAN","is_link":false},{"keyword":"GENERAL MANAGER","content":"NICK BENNETT","is_link":false},{"keyword":"NATIONAL CHIEF CREATIVE OFFICER","content":"JIM INGRAM","is_link":false},{"keyword":"CHIEF CREATIVE OFFICER","content":"TOM WENBORN","is_link":false},{"keyword":"HEAD OF ART & AI","content":"MARCUS BYRNE","is_link":false},{"keyword":"ART DIRECTOR","content":"AJ MCLAUGHLIN\/CONNYR SNELL","is_link":false},{"keyword":"COPYWRITER","content":"CAIN DUFF","is_link":false},{"keyword":"AGENCY PRODUCER","content":"CARL TINDALL","is_link":false},{"keyword":"SENIOR DESIGNER","content":"JOEL EDDINGTON ","is_link":false},{"keyword":"MOTION DESIGNER EDITOR","content":"DAMIAN CAPICCHIANO","is_link":false},{"keyword":"HEAD OF CRAFT","content":"KEIR VAUGHAN","is_link":false},{"keyword":"GROUP ACCOUNT DIRECTOR (EARNED)","content":"ANNA CRAVEN","is_link":false},{"keyword":"GROUP ACCOUNT DIRECTOR","content":"SUZI WILLIAMSON\/WILL COOK","is_link":false},{"keyword":"SENIOR ACCOUNT DIRECTOR (EARNED)","content":"FRANCESCA DI STEFANO","is_link":false},{"keyword":"ACCOUNT DIRECTOR","content":"ROMY STUBBINGS","is_link":false},{"keyword":"ACCOUNT MANAGER","content":"JEMIMA BAUM","is_link":false},{"keyword":"HEAD OF EARNED & OWNED","content":"TAYLOR YORK","is_link":false},{"keyword":"SOUND PRODUCTION COMPANY","content":"MASSIVEMUSIC SYDNEY, SYDNEY\/EARDRUM, SYDNEY","is_link":false},{"keyword":"SOUND ENGINEER","content":"ABBY SIE (MASSIVEMUSIC)","is_link":false},{"keyword":"MUSIC DIRECTOR","content":"RALPH VAN DIJK (EARDRUM)","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":"Australia is world renowned for its deadly predators, sharks, crocs, snakes. But the most lethal predator in Australia isn’t in the bush or the ocean, it's the car in our driveway, travelling just a few kilometres over the limit. \r\n<br>\r\n<br>Our brief was to reduce culturally accepted low-level speeding in Victoria, where “a little over” has become normal and contributes to nearly 30% of road fatalities.\r\n<br>\r\n<br>We used that cultural predator lens to make low-level speeding feel like the threat it truly is.\r\n<br>\r\n<br>We revealed Australia’s Deadliest Predator, a speeding car inside a zoo-style enclosure. But before visitors saw it, they heard it. An immersive soundscape, built entirely from real vehicle recordings, was crafted to trigger instinctive predator-warning responses and reframe speeding as a threat.\r\n<br>","is_link":false},{"keyword":"CREATIVITY\/IDEA\/INSIGHT","content":"Low-level speeding kills more Australians than every predator combined, so we reframed it as one.\r\n<br>\r\n<br>To expose this killer, we revealed Australia’s Deadliest Predator in a zoo enclosure.\r\n<br>\r\n<br>By weaponising sound, we tapped into our primal survival instincts and made an everyday behaviour feel as dangerous as it actually is. \r\n<br>","is_link":false},{"keyword":"STRATEGY","content":"The stereotype is real, there's so much in our wildlife that will try to kill you. You could be swimming in a lake and \r\na crocodile might jump you, swimming in the ocean and get eaten by a shark or even relaxing in your backyard and \r\na snake might sneak up on you. That's why we've grown up developing an instinct to pay lots of attention to our surroundings.\r\n<br>\r\n<br>However, while 74% of Australians believe our deadliest predator is a shark, snake or crocodile, the real killer is far more ordinary and far more ignored. Low-level speeding takes more lives than all of Australia’s apex predators combined, yet because it doesn’t sound dangerous, most drivers don’t treat it as a threat.\r\n<br>\r\n<br>So, how could we get Australians to pay attention to the real predator?\r\n<br>\r\n<br>We decided to hijack their survival instinct.\r\n<br>\r\n<br>If Australians respond emotionally to predators, we needed to reposition low-level speeding as one.\r\n<br>\r\n<br>By borrowing the visual and sonic language of predator encounters the campaign reframed a mundane behaviour as a primal danger.\r\n<br>","is_link":false},{"keyword":"EXECUTION","content":"In August 2025, we launched Australia’s Deadliest Predator as a live public activation. \r\n<br>\r\n<br>In the weeks leading up, TAC initially teased the reveal of the nation’s “deadliest predator” to build intrigue and media attention. \r\n<br>For one week, a zoo-style enclosure opened for visitors, where the predator was staged like a real dangerous animal exhibit. Guests heard it first through an immersive soundscape, then stepped inside to discover the predator was \r\na speeding car, surrounded by smoke, warning signage, zookeepers, educational info stands and a themed gift shop with take-home merch. \r\n<br>\r\n<br>The installation was fully audited and delivered in partnership with TAC and traffic control authorities to ensure safety and accuracy.\r\n<br>","is_link":false},{"keyword":"RESULT","content":"Australia’s Deadliest Predator didn’t stay contained in the enclosure, it escaped into the national news cycle.\r\n<br>\r\n<br>Two major TV networks broadcast the experience on-air, with 7News (4pm and 6pm) and 9News (4pm) running full segments that featured the predator’s sound design. The exhibit then rolled into print via the Herald Sun, before spreading across national outlets including 7News.com.au, radio, and online news. \r\n<br>\r\n<br>In total, earned media reached 24.5 million Australians.\r\n<br>\r\n<br>86% of listeners reported a shift in their attitude toward road safety after seeing the predator,  proving that when you make speeding feel dangerous, people actually treat it that way.\r\n<br>","is_link":false},{"keyword":"URL","content":"https:\/\/australias-deadliest-predator.com\/","is_link":true}],"files2":[{"name":"BE06_005.mp4","type":"mp4"},{"name":"BE06_005_DI01L.jpg","type":"jpg"}],"count":2}