Wave Goodbye to Road Rage #roadwave


Kelly Boulton

The “Wave Goodbye To Road Rage” campaign aims to get all road users to re-appraise their behaviour on the road, arming them with 4 simple “Road Wave” gestures to head-off potential incidents.  The initiative was proactively created by Infinity Squared.

This was a hotly debated topic in Infinity HQ and so we decided to do something about it – taking the proactive idea to market before NRMA (the legends!) got behind it and helped us develop it further with their expertise.
In a survey of 1200 NRMA members conducted last year two-thirds of respondents had been the victim of a road rage incident and 80 per cent had witnessed an attack.  Perhaps even more alarming is that 1 in 4 incidents had been witnessed by children.

So we set out to create something that spoke not only to road users, but their children as well so we could truly begin to have a positive affect over time.

If you felt the burning desire to share this. We wouldn’t get angry. We’d Wave. Just Saying.




Client – NRMA (Wade O’Leary & Reg Chamberlain)

Brand – NRMA

Original Concept – Infinity Squared

Strategy Director / Managing Partner – Tom Phillips

Project Management – Gwendolyn Jimenez

Writer & Director – Kelly Boulton

EP – Dave Jansen

Producer – Morgan Benson-Taylor

Production Assistant – Amy Jarman

Animator and  – Illustrator – Suren Perera “Renmotion”

Composers – Damian de Boos – Smith and Kelly Boulton

Lyrics – Kelly Boulton (verses) and Nick Boshier (chorus)

Performed by – Damian de Boos – Smith (instruments), Kelly Boulton (vocals) and Matt Seaberg and Yiscah Symonds (character voices)

Recorded at – Church Street Studios, Sydney

Sound Mix – Kath Burrows at Noise International