Background
00-1
Victoria is facing a growing road-safety crisis, low-level speeding, travelling just a few kilometres over the limit, contributes to nearly 30% of all road fatalities across the state.
Australia is seen as home to some of the most deadly predators on the planet. But the reality is that speeding takes 70x lives each year crocs, snakes, spiders and sharks combined, making speeding Australia’s Deadliest Predator.
WHAT IS AUSTRALIA'S
DEADLIEST PREDATOR?
The Idea
00-2
transforming raw car and motorbike speed cues into the hiss, bite and roar of our most feared animals, reframing the sound of speeding as something to be instinctively feared as dangerous as the predators themselves.
A soundscape of
Australia’s deadliest
predators, created
entirely from the sounds
of speeding vehicles.
execution
00-3
The soundtrack anchored an integrated launch for Australia’s Deadliest Predator, where we placed a speeding car inside a zoo enclosure so visitors could come face-to-face with it. But before they saw it, they heard it.
The audio was also shared with press and released publicly for anyone who couldn’t experience it live.
BEFORE YOU SEE IT,
YOU HEAR IT.
play a sound to learn more
sound design craft
Croc Threatening Growl
Croc Snap
Dingo Snarl
Snake Hiss Strike
Wedge-tailed Eagle Screech
Dingo Pack Running
Shark Movement
Flying Fox Flap
Tasmanian Devil Screech
Cassowary Threat Breathing
Original sound:
-
treatment:
-
of listeners reported a shift in their attitude toward road safety after hearing the predator
earned media coverage collective reach
said they were more likely to drive within the speed limit
86%
24 million
73%
The results
USING THE INSTINCTS THAT KEEP US ALIVE IN NATURE.
TO KEEP US ALIVE ON THE ROAD.
