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Sabroso Shot #2 - Project Graham

Project Graham is an amazing Australian campaign from 2016.

The Transport Accident Commission collaborated with a leading Melbourne trauma surgeon (Christian Kenfield); Monash University Accident Research Centre crash investigator, David Logan; and world-renowned sculptor, Patricia Piccinini to develop ‘Graham’.

Based on extensive research into the most common causes of injury involving cars (both in and out of them), the team’s goal was to develop an impression of the only human being who could be guaranteed to survive a low-level car impact.

The hero of the piece is Graham himself, who can be viewed in great detail on a dedicated website. Despite Graham’s initially monstrous appearance, the website itself is quite beautiful. It’s an incredible experience, and the haunting music adds to the overall sense of unease.

What I like most about this project is its blending of art and science. In years to come, we’ll look back on road traffic accidents as an absurdity - why would anyone take such a dangerous risk?

Until then, Graham holds up a mirror to that absurdity, and makes a clear and calculated point.

The Meet Graham campaign was the most ‘awarded’ campaign in media in 2016.

Despite the creators claiming they operated with absolutely zero media budget, the piece earned links from 1,189 unique domains. Coverage came from CNN, Adweek, Australian Broadcasting Company, Mashable and more.

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