Background
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Australia is world renowned for our deadly predators, sharks, crocs, snakes. We grow up with nature docos and warning signs on our beaches. Yet, the most lethal animal isn’t in the bush, it’s a car going a few kilometers over the speed limiT.
The number of lives lost to low level speeding in Victoria continues to rise each year, now accounting for 30% of all road fatalities.
WHAT IS AUSTRALIA'S
DEADLIEST PREDATOR?
The Idea
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transforming raw car and motorbike speed cues into the hiss, bite and roar of our most feared animals, reframing the sound of speeding as something to be instinctively feared as dangerous as the predators themselves.
A soundscape of
Australia’s deadliest
predators, created
entirely from the sounds
of speeding vehicles.
execution
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The soundtrack anchored an integrated launch for Australia’s Deadliest Predator, where we placed a speeding car inside a zoo enclosure so visitors could come face-to-face with it. But before they saw it, they heard it.
The audio was also shared with press and released publicly for anyone who couldn’t experience it live.
BEFORE YOU SEE IT,
YOU HEAR IT.
play a sound to learn more
sound design craft
Croc Threatening Growl
Croc Snap
Dingo Snarl
Snake Hiss Strike
Wedge-tailed Eagle Screech
Dingo Pack Running
Shark Movement
Flying Fox Flap
Tasmanian Devil Screech
Cassowary Threat Breathing
Original sound:
-
treatment:
-
24 million
86%
TWO MAJOR TV NETWORKS PUBLISHED SOUND DESIGN ON PRIME TIME BROADCAST
earned media coverage collective reacH OF
People who reported a shift
in their attitude toward road safety:
The results
USING THE INSTINCTS THAT KEEP US ALIVE IN NATURE.
TO KEEP US ALIVE ON THE ROAD.
