Hi all - well, apologies for the radio silence. It seems to have suddenly become a very busy time of the year for us. We're feeling slightly sheepish about taking so long to get back to everyone, especially after prompting from MBL, but we finally have our head above water **For those who do not know anything about this topic, the original thread is here.** Thanks so much for the list of directions in the other thread. We've begun a new thread to attempt to now move on to looking at the detail of the piece. It's obviously a very passionate subject which could be addressed in a number of ways. It was fantastic to have that amount of thinking at our disposal when meeting. We had a good productive meeting up at MBL the other week, and we felt like we begun some good dialogue to get a better understanding of some of the broader implications of what a piece like this might need to contend with. Ultimately the biggest question we were left with from the meeting was "what should the broad tone of the message be" for the piece (ie: serious, jovial etc). The creative that would support this is something that we can look at once we know the tone. At the moment, here's what we think the approach should potentially be built around: It was identified that we're attempting to address a gap in the TAC's messaging. The piece should be genuine and respectful Could be a counterpoint tho the TAC messaging It should humanise motorcyclists It should not portray motorcyclists as people "outside" of society It should be very emotive We should be attempting to show a model to the TAC of what a campaign that includes motorcyclists would look like, rather than one that alienates them. Not to be frivolous Not too light hearted Not a parody or "play" on another TAC advert, as this could be done easily separately by anyone out there. Needs a memorable "hook" to it (either emotional or auditory) Needs to be produced at a level that could hold up if broadcast on TV It felt like the discussion led us in a direction that may require some serious thinking about the actual concept and scripting. A part of the discussion highlighted a point that might also be worth considering as part of the creative direction. It seem's that some of the underlying messaging to parts of the current TAC approach almost imply that there could be instances where a motorist might be "excused" for an accident when they do not see a motorcyclist [-X - which really works against what the whole SMIDSY campaign is about. It is perhaps not an obvious part of their communication but it does seems to be there. This perception is obviously far from the truth, but is something that could be tackled as part of the process. One particular direction that was discussed, and that struck us as being a good angle, was to create something that left the viewer feeling "haunted" - something that really gave an emotional response to the viewer that would come back to them when they next saw a bike, or at least ensured they may have a better chance of retaining the message for a little longer. There could be the use of wailing/screaming of family members - unclear what it would actually be though. So - where to from here? What would be great is to get feedback focussed on the thoughts/notes we've made above. We've ended up here through a lot of time looking through the suggestions on NR in detail, trying to distill the essence of people's desires, and get a handle on what is actually missing, plus a very considered discussion about the feasibility of various approach's, At the moment it looks like the plan could be to launch "whatever" we end up with prior to the MotoGP event in Melbourne (Oct). Which does not leave a lot of time. We look forward to your thoughts. Thanks, James and Shamus.