Voice Over: In 2019, the Department of Transport and Main Roads ran their fourth annual youth co-creation event, Co-lab.
At the two-day event, young creatives worked in conjunction with experts in the areas of road safety and advertising to help create a new road safety campaign.
The brief: encourage young people to buy the safest vehicle they can afford
A campaign designed by them, for them.
For the two days, teams worked to piece together their campaign pitches with the help and advice of industry mentors. The teams worked hard, but also had a lot of fun.
Kale Mcredmond (Art Director, Publicis WW): “It’s really interesting to see these really broad big ideas that we got at the start of the day start getting finetuned and crafted into a presentation”
Ryan Petie (Executive Creative Director, Publicis WW): “We’ve now got 85 of the best young people I think in the state to try and solve this issue. Can’t wait to see the ideas”
Joanna Robertson (Executive Director, TMR Road and Rail Safety): “I’m really interested to see what creativity comes out and what some of the ideas are that are presented to us”
Voice Over: The event was a huge success with many highly relevant ideas harvested and nurtured
Co-Lab Participant: “So this is my first year doing Co-Lab. Wasn’t sure what to expect but I was really thrilled with the fact that the mentors were so great and really gave us enough freedom to explore our creativity”
Voice Over: But there could only be one winner
[Footage of the winning team being announced focussing on the actual winning team – three were announced on the day]
Voice Over: The winning team then worked with the Department of Transport and Main Roads to turn their idea into a reality.
[Footage of winning team working through ideas with mentors]
[Footage of the shoot day]
Kristen Twigg: “So here we are at shoot day for 2019 Co-Lab and it’s all happening in the background over there. It’s been a few months work in the making”
David Schaak: “Started off with a simple idea on a piece of paper and then it ends here we’re on set. We’ve got a stuntman spray painted yellow and he’s launched himself at a car. All in the name of road safety”
[Winning team members talking about the experience and working towards the final product]
Co-Lab Winning Team Member: “To see our idea come to life is an incredible experience. I would never have imagined in a million years to ever see any of my work coming to a large production. It’s just an incredible experience to see all my hard work pay off”
Co-Lab Winning Team Member: “I would say to anybody thinking about joining Co-Lab to absolutely go for it. It’s so cool working with other people who are just as passionate about advertising and creative thinking. It’s really fun”
[Queensland Government and StreetSmarts logos]