Road Safety Advisory Council

Real Mates – The Look

We continue to bring more depth and more truth to the Real Mates campaign, to the point where the relationship that real mates share is not only defined by the fact that there’s nothing they can’t say to one another – but that sometimes, a real mate can say everything they need without saying anything at all.

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All it takes is two mates instinctively using their most powerful language that two mates can have – they use ‘The Look’.

A notoriously hard-to-reach audience means we needed to be where they’d see us.

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We even managed to capture the power of a non-verbal conversation in a radio ad…

We had to make sure we sounded kind-of-like Ronan Keating’s 2018 track, but not very-much-like it. We got there.

We rewarded viewing with the same story told in three very different ways.

We showed that an entire conversation covering a spectrum of emotions can be expressed silently, meaningfully, and effectively.

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