\ Challenge

Western Australia is a vast place, and once you venture beyond the city limits of Perth, you enter a different world. It’s a world of immensely long open roads, home to immensely long road trains. These trucks and the truckies who drive them are the lifeline of the regions, but they share the roads with drivers who are less experienced with the terrain. If we don’t understand how to navigate these roads safely, we could put ourselves and the truckies in danger. That’s why Main Roads Western Australia tasked us with the responsibility of educating those who are less familiar with country driving.

\ Outcome

When entering this territory, drivers need to understand that they are entering another world, one in which they will frequently encounter road trains. By adhering to three simple rules, everyone can enjoy the vast beauty of Western Australia’s Road Train Domain while staying safe on the road.We branded this “place” the Road Train Domain and created an integrated campaign that aimed to simply explain these three rules. The message was then taken to the regions via out-of-home media and radio to reach the audience while they were driving in the Road Train Domain.