Creativity

'Meet Graham' Wins Second Grand Prix in Cyber Category

Australia's Transport Accident Commission Created a Sculpture of a Human That Can Withstand Injury

By Alexandra Jardine. Published on Jul 21, 2016

Editor's Pick

The jury in the Cyber category has awarded one of three Grand Prix to "Meet Graham," the grotesque depiction of how a human body would need to be formed in order to best withstand a car accident, created out of Clemenger BBDO Melbourne for the Transport Accident Commission Victoria. This is the campaign's second Grand Prix of the week, after it earned the first top Lion of the festival in Health and Wellness. Read more about the Cyber judging over at AdAge.com.

The sculpture was an unusual way of warning people of the damage they can do to themselves in a car accident -- it redesigned the human body to make it more conducive to withstanding effects of a crash.

The agency commissioned a sculptor, Patricia Piccinini, together with a trauma surgeon and a car crash investigator, to create "Graham," a sculpture that's meant to represent what a human body would look like if it was designed to withstand a car crash. His features include a flat, flabby face, tough skin, a barrel-like chest and a torso like an airbag.

Australians could see the artwork in the flesh at Victoria's State Library through Aug. 8 of last year. Those outside of Australia can also explore the grotesque "Graham" in 360 degrees at the campaign website, where you can find out exactly what kind of injuries a car accident would inflict on a normal body.

Read more about the team behind "Meet Graham" and other Lions Health and Pharma winners on Adage.com.

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Credits

Date
Jul 21, 2016
Agency:
Clemenger BBDO Melbourne
Chairperson:
James McGrath
Client:
Transport Accident Commission
Executive Creative Director:
Ant Keogh
Creative Director:
Stephen de Wolf
Creative Director:
Evan Roberts
Copywriter:
Tom McQueen
Art Director:
George McQueen
Managing Partner:
Lee Simpson
Group Account Director:
Naomi Gorringe
Account Director:
Kate Joiner
Senior Planner:
Matt Pearce
Executive Producer:
Sonia Von Bibra
Digital Producer:
Allan Ngo
Print Producer:
Nicholas Short
Retoucher:
Steve Pratt
Senior Digital Designer:
Jess Ramsey
Senior Front-End Developer:
Sylvain Simao
Developer:
Jacob Hutchings
Quality Assurance:
Sunny Sehgal
PR:
Nichola Patterson
PR:
Propeller
PR:
TAC Media and Communications
Activation:
Traffik
Senior Business Manager:
Tim Holman
Business Manager:
Jake Ford
Producer:
Ben Sewell
Production Company:
Flare Communications
Director of Photography:
Drew Dunlop
Director of Photography:
Tom Marley
Director of Photography:
Sam Coates
Post Production Company:
Finish
Editor:
Tom Marley
Editor:
Raphaela Lee
Music Company:
Level Two Music
Composer/Arranger:
Byron Scullin
Photographer:
Adrian Lander
Augmented Reality Developer:
Airbag Productions
Tango:
Airbag Productions
Creative Technologist:
Steven Nicholson
Managing Partner:
Adrian Bosich
Producer:
Nick Venn
3D Team:
Pat Gavin
3D Team:
Adam MacGowan
3D Team:
Dmitrij Leppee
3D Team:
Tim Murphy
3D Team:
Justin Imhoff
Augmented Reality Team:
Leigh Mannes
Augmented Reality Team:
Rob Caparetto
Augmented Reality Team:
Paul Stapelberg

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