North Sydney Council Releases Power Ballad / Rap Video About Road Safety
A thriving commercial hub, North Sydney sees 62,000 pedestrians rush to negotiate its streets and crossings every day. With the aim to promote improved street safety in the busy business district, North Sydney Council has launched ‘Take a Look Around’, a public safety social media awareness campaign.
Created by Engine Room Productions, the brief from North Sydney Council was to maximise cut-through and craft a memorable message in an effort to reduce accidents and injuries in the bustling area, using humour and music to convey a serious message with lasting impact.
To deliver on the brief, Engine Room was able to draw on the Red Engine Group, which also includes agency Red Engine SCC and sound house Red Note. The creative seed originated around the form of a tongue-in-cheek power ballad. The campaign took shape as an original composition merging the genres of kitschy pop ballad and cautionary urban rap.
Engine Room Productions’ own Damien Cassar, director and lead creative, penned the lyrics with verses crooned by Steve Peach, music composer and creative director at sound house Red Note. Shot in and around North Sydney, the film features comedienne Fran Middleton’s rap stylings and the acting talents of Jon Vontolken as ‘power ballad guy’.
A playful song with a serious message, the creative theme centres around the idea of “take a look around", encouraging people to be more aware of their surroundings and the hazards inherent in the modern urban landscape.
Damien says: “Respect to North Sydney Council for daring to be different in the communication of an important message. The Red Engine Group was located in North Sydney for four years and witness to dangerous pedestrian behaviour on its streets. This is an important campaign and although we’ve used music, nostalgia and laughter as a vehicle, we hope the message cuts through.”
“This campaign is a great example of what the Red Engine Group does best – working together in a harmonised collaboration between production, music, strategy and creative,” he adds.
Advertiser: North Sydney Council
Sound Company: Red Note
Group Creative Director: Daniel Saunders & Duncan Shields
Creative Agency: Red Engine SCC
Senior Creative: Rob Peters
Social Media Director: Paul Isbell
Social Media Manager: Clare Moyna
Strategy Director: Paul Isbell
VFX Supervisor: Rob Peters
2nd Unit Camera Operator: Patrick Mazzolo
Camera Assistant: Pim Kulk
Director: Damien Cassar
Director of Photography: Dan Freene
Executive Producer: Adrian Hyde
Hair & Make Up: Jamilla Hall
Lead Creative: Damien Cassar
Production Company: Engine Room Productions
Senior Producer: Georgia Mappin
Talent: Jon Vontolken & Fran Middleton
Music: Steve Peach, Fran Middleton
Editor: Tristan Beacroft
Category: Corporate, Social and PSAs , Road safety
Genre: Comedy , Music & Sound Design , People