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Anything to wake you up.

The problem: Hundreds of people die on Australian roads every year due to driver fatigue.


The aim: To encourage people to take more breaks on long drives.


The idea: To jolt people awake on long drives with unexpected road signs, billboards, stunts and activations.


The campaign included over 100 billboard executions and large-scale activations across New South Wales.


The result: 700% increase in rest stops and featured news stories on major TV stations nationally. 

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