Distances in Australia can be enormous taking many hours to drive between destinations. Once fatigue sets in the risk of an accident is high. MAC ran many campaigns on South Australian rural roads to encourage drivers to rest every two hours and be refreshed when back at the wheel. Getting the message across can be hard so these Fatigue campaigns were always designed to be eye catching and even controversial. The retouching brief here was to create billboards and posters that couldn't be ignored by using the visual language of soft drinks for impact. I crafted the type and effects in Photoshop using concept illustrations drawn by Joel van der Knaap as a base and then went crazy with the colour palette.
Agency ~ Clemenger BBDO
Art Director ~ Ollie Prenton // Concept Illustration ~ Joel van der Knaap