Road Safety Commission: Could be Cometti

BACKGROUND

Unsafe overtaking of cyclists has become a big issue on Perth roads.

Encourage drivers to overtake safely.

Research informed us that when a cyclist is someone they know and love, people are more careful.

Unfortunately, from behind a cyclist is anonymous. They could be anyone.

We took advantage of this anonymity and gave cyclists a face.

We created a campaign called COULD BE COMETTI.

The campaign positioned every cyclist on the road as potentially the most loved human being in Western Australia – the legendary, Dennis Cometti.

And nobody wants to harm Dennis Cometti.

Now, cyclists wear COULD BE COMETTI riding vests – and drivers see a living treasure happily pedalling away.

2017 PADC (Perth Advertising & Design Club) Gold Skull

Richard Berney, Melissa Hawkett, Tommy Medalia & Joe Hawkins