In the last 20 years, speeding has claimed more than 400 lives annually, killing far more than snakes, sharks and crocodiles combined. It’s a sobering statistic that demanded a bold public statement: speeding is in fact Australia’s Deadliest Predator.

We collaborated with Thinkerbell to bring to life a large-scale, immersive activation at Melbourne Museum, mimicking a zoo enclosure. But instead of a fearsome animal, the enclosure housed twisted, smoking wreckage, accompanied by a chilling audio experience.

More than 8000 people visited the activation over 5 days with over 73% saying they were now more likely to drive within the speed limit, underscoring the power of shock and realism to stop people in their tracks and persuade them to re-evaluate their behaviour.