Creative Director

in Sport

March 31, 2022

Gemba has unleashed ‘talking stickers’ to encourage drivers to slow down in its latest sponsorship activation with Western Sydney Wanderers.

The social and big-screen campaign sees Wanderers’ stars Rhys Williams, Thomas Aquilina and Daniel Margush come to life as stickers on a child’s laptop to amplify the ‘Every K Counts ‘ message for Transport for NSW’s ongoing road safety campaign.

On NSW roads, most speeding deaths occur at no more than 10km/h over the speed limit, and research shows that most drivers in NSW admit to going ‘just a bit over’ when they get behind the wheel. That’s why Transport for NSW developed the ‘Casual Speeding. Every K Counts’ campaign raising awareness about the dangers of driving even just a small amount over the speed limit.

The partnership with the Western Sydney Wanderers gives Transport for NSW a powerful platform to highlight the human cost of road trauma in the community and encourage fans to help keep everyone safe on our roads.

In the 30-second film, ‘What’s the Rush?’, the Wanderers stars can be seen playing the voice of reason, calling out a dad for driving ‘a few Ks over’ on a suburban road. Ultimately, the viewers see a potential road crash avoided after the dad takes the players’ advice to slow down.

“Our key challenge was getting Wanderers players to deliver a road-safety message at the point of behaviour – in car. By using stickers and having the players come to life, we highlight driver behaviour and show the potential consequences. We’re focusing on positive behaviour change – slow down and stay under the speed limit to protect the community around you.” said Boyd Hicklin, Executive Creative Director at Gemba

Tara McCarthy, Deputy Secretary of Safety, Environment and Regulation at Transport for NSW, said, “We’ve been working with the Wanderers for many years to promote safe driving behaviours, with a strong focus on speeding. It’s been great this year to work with the team on such an engaging extension of our ‘Casual Speeding. Every K Counts’ campaign. It really cuts to the heart of the behavioural issue – that ‘kinda speeding’ is still speeding, and it’s dangerous. There’s nothing casual about it – let’s help everyone get home safely.”

The campaign is currently live in the market, leveraging Western Sydney Wanderers players, stadium big screen, digital, social, and other in-stadium assets.