The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2017 One Show - Interactive

Meet Graham

Agency Clemenger BBDO / Melbourne

Client Transport Accident Commission (Victoria)
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Annual ID

OS_IN17033S

About the Work

In the face of a rising road toll, how do you make people stop and consider their own vulnerability? Meet Graham, the only person designed to survive on our roads. Part interactive sculpture, part educational tool, and a catalyst for a global road safety conversation, Graham shows us how our bodies would need to change to survive a car crash. Using decades of road safety data and medical research a trauma surgeon, a road safety engineer and a renowned artist reimagined the human form to deliver evolution underpinned by evidence. Graham was then introduced to the world via an interactive installation touring areas where drivers are more likely to be in an accident. Visitors were the first to use Google’s Tango technology to go beneath his skin and better understand his anatomy. This unique AR technology mapped the room rather than Graham, alleviating the need for any unsightly tracking markers.