Royal Automobile Club of WA - created by J. Walter Thompson Perth/J. Walter Thompson Sydney
RAC Attention Powered Car / J. Walter Thompson Sydney
We came up with a world-first idea with the power to save lives - the Attention Powered Car. In light of Western Australia consistently having the highest road fatality rate of any state, the ground-breaking innovation - a car powered by attention – was built to raise awareness of the deadly impact of inattention on our roads (estimated to be a factor in 46% of all fatal crashes in Australia). Employing the use of neuro-technology, the Attention Powered Car goes when drivers are paying attention, and slows when they are not. The campaign to support the car’s unveiling, still underway, spanned TV, press, online and social media, and to date has gained an unprecedented 55 million earned media impressions worldwide (29 million in Australia), across all continents except Antarctica.