Created as a printed and bound full-page magazine insert on behalf of Land Transport New Zealand, the crash brochure entails an image of a car which physically crumples at the side when an attached tab is pulled.
Service Printers sales manager Tim Upton says rising to the technical challenge this job set was imperative to it fulfilling its role within the national road safety advertising programme.
“This specific brochure's purpose was to demonstrate that a bad decision at an intersection can result in more than a prang to your car,” he says.
“Its innovative structure, with the pull-out tag and crumpling paper, allowed the message to really hit home in an interactive way. As the reader pulls the tag out further, the paper becomes more crumpled and the text highlights the severity of likely injury – from relatively minor 'cuts to face' to 'death'.”
Although now used to receiving such challenging work from client Clemenger BBDO, Mr Upton says the crash brochure was a particularly unique job.
“Projects like this are few and far between.
“Once the idea had been agreed upon – and before it was visualised – Service Printers was briefed to create mock-ups that would actually work. Not only did we have to fit within the magazine's bound insert specification restraints, we had to ensure the paper would crumple effectively.
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“It sounds easy, but it involved an enormous number of mock-ups, and testing various paperstocks and weights to find the best result.
Ultimately, the best substrates were deemed to be 300gsm Advance Laser for the backing board and 70gsm Advance Laser for the crumple sheet itself.
“Service Printers thrives on these sorts of jobs – pushing the envelope and finding the right solution for our client. When everything falls into place it is very rewarding.
“Clemenger BBDO was very excited by the final result and by all accounts the ultimate client had some very good feedback.
“The overall goal of the programme is to reduce injury and death on our roads – last year was New Zealand's lowest road toll in over 40 years.”
The job has been entered into this year’s Pride In Print awards.
