NZ’s Pete Baker shoots Aussie road safety campaign

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WELLINGTON, Tuesday: The Wellington HQ of Aussie agency The Glue Society directed a new integrated campaign, devised by Sydney’s The Core Agency for a major new road safety drive in South Australia.

The Glue Society’s man on the job was Pete Baker – who recently set up the collective’s Wellington office. The advertiser is QBE Insurance, who aims to reducing the state’s road toll – the highest per capita in Australia.

The Core Agency developed an integrated suite of work aiming to tell the importance of road safety through a child’s voice. The creative idea was to place South Australian children at the heart of the campaign.

To bring the idea to life, The Core Agency reached out to a class of Adelaide school children, to not just appear in the creative, but also help make it. The video ad they created was then revealed to their parents at a special event at their school.

Within the creative, the children share their treasured moments captured in family photographs.

These photos then become a visual metaphor for cars – crashing into trees, lamp posts, and each other. Shot in super slow-motion, the visual is intended to show how much devastation a vehicle impact can have, in particular on the families involved.

The videos

  1. That’s the launch spot at the top of the page.
  2. View the 60 sec online film made by the kids here:
  3. View the Safer Roads tvc here:


Client: QBE Insurance
CEO Australia & New Zealand: Vivek Bhatia
Chief Customer Officer: Bettina Pidcock
Senior Marketing Manager: Gabby Tyler
Marketing Partner: Rob Jones

Agency: The Core Agency
Creative Partner: Christian Finucane
Creative Partner: Jon Skinner
Strategy Director: Simon Rich
Senior Copywriter: Kevin Macnamara
Senior Art Director: Simone Parravicini
Managing Director: Jane Callister
Senior Account Director: Rebecca Scott
Senior Account Manager: Joseph Rosslind
Senior Producer: Bill Doig
Producer: Apple Stuart

Production Company: Revolver / Will O’Rourke, Sydney
Director: The Glue Society ANZ / Pete Baker
Director of Photography: Geoffrey Simpson
Managing Director / Executive Producer: Michael Ritchie
Executive Producer / Head of Projects: Josh Mullens
Producer: Nicole Crozier
Producer: Jasmin Helliar
Production Designer: Enzo Iacono
Photographer: Josh Geelen
Offline Post: The Glue Society Studios
Editor: Luke Crethar
Online Post / Grade: Vandal – Senior Producer Sarah Dicks
Audio Post & Music: Otis Studios – Lukas Farry and Alejandro Gomez

About The Core Agency, Sydney
The Core Agency believes a core idea can take a brand anywhere. It’s focused on delivering strategic and creative solutions that deliver its clients’ business goals. Its clients include QBE Insurance (Australia and global), Sydney Airport, Fidelity International, Key Pharmaceuticals, Commonwealth Bank, Autosports Group, The Fred Hollows Foundation, RSVP, PwC, Scotts Australia and NSW Government. The Core Agency has created advertising campaigns, branding, CX solutions, plus digital innovations including apps, social media and NPD.

The Glue Society Wellington
With Pete Baker now based in Wellington, we can run productions over in NZ. The Glue Society also has operations in London and LA.

Revolver/Will O Rourke are the production company that represent The Glue Society.

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