The jury in the Cyber category has awarded one of three Grand Prix to "Meet Graham," the grotesque depiction of how a human body would need to be formed in order to best withstand a car accident, created out of Clemenger BBDO Melbourne for the Transport Accident Commission Victoria. This is the campaign's second Grand Prix of the week, after it earned the first top Lion of the festival in Health and Wellness. Read more about the Cyber judging over at AdAge.com.
The sculpture was an unusual way of warning people of the damage they can do to themselves in a car accident -- it redesigned the human body to make it more conducive to withstanding effects of a crash.
The agency commissioned a sculptor, Patricia Piccinini, together with a trauma surgeon and a car crash investigator, to create "Graham," a sculpture that's meant to represent what a human body would look like if it was designed to withstand a car crash. His features include a flat, flabby face, tough skin, a barrel-like chest and a torso like an airbag.
Australians could see the artwork in the flesh at Victoria's State Library through Aug. 8 of last year. Those outside of Australia can also explore the grotesque "Graham" in 360 degrees at the campaign website, where you can find out exactly what kind of injuries a car accident would inflict on a normal body.
Read more about the team behind "Meet Graham" and other Lions Health and Pharma winners on Adage.com.