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If It's Flooded, Forget It
Challenging the Myth of Vehicular Safety in Flood Conditions
Client
- Queensland Government
Bureau
- Brisbane
Research suggests that many drivers overestimate their car’s ability to drive through water, even if they’ve never tried. But the fact is, a car can be swept away in as little as 15cm of floodwater. The Queensland Government needed to raise public awareness of the dangers of driving through floodwaters to reduce the number of flood related accidents, injuries and fatalities on the roads.
We created a campaign that looked like a traditional car advertisement but delivered a shocking twist to expose the false promise of vehicular safety in floodwaters. Leaning into classic car commercial elements—wide-open roads, sleek visuals, and happy drivers—we crafted a "car ad that wasn’t a car ad." The shocking reveal showed how cars fail irreparably in floodwaters. Using video, radio, and still visuals, the campaign mimicked real car ads across TV, social media, and out-of-home channels. Deployed in three flights during flood season, the campaign included an agile media pack, ready to activate during sudden weather events, in partnership with Essence MediaCom.
- 32% of audiences were more aware of flood risks (up from 24% in 2022).
- 78% of drivers reported they would avoid roads during floods (up from 76% in 2022).
- 67% of audiences said they learned something new (up from 47% in 2022), and 84% felt the campaign had a strong impact.
- 19.5 million impressions and 498,000 video views.
- Recognised as Best Print Ad of the Week, February 2024.
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