Local film company, Rollingball Productions has won Best Screen Commercial at the 2017 SAE Australian Teachers of Media (ATOM) Awards, held in Melbourne on Thursday 30 November 2017.

The production company won best screen commercial for On Your Bike, which was produced on behalf of, and in collaboration with Newcastle City Council.

The ATOM Awards recognise excellence in film, television, animation and new media and, this year, is in its thirty-fifth year. The Awards are one of the longest- running Australian film and media awards, second only to the AACTA Awards.

Rollingball Managing Director and Producer, April Howard said the team was proud to win the award in the category they did, particularly when their entry was up against such strong competitors.

“It was a wonderful opportunity to capture the city in a different light and highlight the many options for cyclists around the city,” April said.

The commercial and campaign was designed to raise awareness about cycle ways around the city and inspire residents to use their bikes for all kinds of journeys.

“At Newcastle City Council we are passionate about cycling. It was important to us that we had a commercial that meets our enthusiasm for using a bike to explore our amazing city. The commercial was aired on regional television stations, and has to date been viewed more than 36,000 times on social media,” said Jeremy Bath, Council’s interim CEO.

“The On Your Bike campaign also included billboards, press and street signage.

“After it went live, we witnessed a spike in bike riders and community interest in biking for commuting and recreation. The greatest measure of the campaign’s success has been the cultural shift taking place in the city, with more people leaving their cars at home and opting to bike to their destination.”

Phase two of the campaign, which Newcastle City Council has commissioned with Rollingball, will promote the economic benefits, healthy living bonuses and positive impacts on the environment of choosing to ride bikes for more trips. It will be launched next year.

The Australian Teachers of Media (ATOM) will present the 2017 SAE ATOM Awards National Screenings Tour, which starts in Victoria and will include free screenings at Melbourne’s Federation Square Big Screen. The intention of the screenings is to both entertain and educate.

IMAGE | Imagery from the On Your Bike campaign.