Protect What's Precious
Award: Shortlist
Shortlist / PR / In-Market Campaign / 2020
Pavlova is Australia’s favourite Christmas dessert, and millions of pavs are driven to lunches all around the country at Christmas time. So Thinkerbell conducted research with 1,059 drivers to see if they drove safer with their kids in their car, or a pav. Then accelerometers, sensors and cameras tracked the actual driving behaviour of 20 families, over an eight-day period. And the results were staggering. The study dominated news over a busy Christmas period of impeachments, Brexit, bushfires and UK election results, with over 113 pieces of individual coverage, with 100% brand mention.