TACWalk With Care
- Brand Identity
- Campaign
The Melbourne International Comedy Festival sees over 750,000 Victorians explore the city on foot every year. For The Transport Accident Commissions’ (TAC) sponsorship of the event, we needed to remind attendees and pedestrians passing by of the role they play in staying safe. Using contextualized language and signage to react to live behaviour happening throughout the festival, we were able to establish an overarching pedestrian safety platform and provide safety reminders in real time. All while maintaining the humorous nature of the festival itself.
Using warning sign iconography as a language device, we conveyed road safety messages that felt familiar, yet light-hearted and relatable, without losing the sense of warning that was necessary for the project.
Utilising fluro safety yellow with TAC's iconic black typography created an identity that literally could not be missed. From activations, signage and OOH, the campaign was strategically placed to interrupt and engage with pedestrians during peak moments of distraction.
