Created by Australian agency Resin for the country’s motorcycle safety campaign, “Body Paint” is the kind of compelling creativity that can present a strong message without feeling like condescension or lecturing. That it’s multiple World Champion and hard man Mick Doohan delivering the message helps too.
The centerpiece of the campaign is this video, which aired on Australian television. This web cut also includes a glimpse behind the CGI scenes. That ad is then backed up by a minisite, which walks you through various items of clothing and safety gear, emphasizing the benefits of proper motorcycle clothing with hard facts. Did you know most jeans will only resist road abrasion for .6 of a second, while leather pants can last 4 seconds? I didn’t know the numbers either, but clear, quantifiable messages like this will resonate with the public, giving them hard information from which to make their own decisions. That approach is far more mature an likely more effectual than simply beating people over the head with an unquantifiable, impersonal safety message.