Distraction is Never
Funny Around Buses

CLIENT: TRANSPERTH

AGENCY: RARE

ROLE: ART DIRECTION

Transperth observed a rising number of school kids were stepping out from behind buses into oncoming traffic because they were distracted by their friends, or more often, their phones.

They wanted to make kids area of this danger - but how can you make a generation who has a million more interesting things at their fingertips pay more attention? Our solution was to surprise kids by hiding Transperth’s safety message in the kind of content they are interested in - the kind that causes distraction in the first place.

We created a series of videos posted across TikTok, Snapchat and Instagram disguised to look like the kind of funny clips kids enjoy watching online. Compilations of people toppling over while distracted were given a surprise ending when the viewer is suddenly hit by a car that comes out from behind a parked bus. These videos were supported by strategically placed bus posters and adshels, to prompt students with our message where it mattered most.