Roobadge - Volkswagen amarok

Australia is a vast country, and as roads expand and cross more regions drivers increasingly encounter wildlife, resulting in a growing number of collisions each year - 90% of which involve kangaroos. These collisions are so common that many rural communities avoid driving during dawn and dusk. Volkswagen, manufacturer of the powerful ‘Amarok’ ute, stepped in to help with a first of its kind innovation called ‘Roobadge’. RooBadge turns the Volkswagen badge into a smart audio shield that helps keep kangaroos off the road. An in-car app uses GPS and kangaroo data to trigger custom sounds - like predator calls, bird cries, and warning thumps - mixed with artificial signals. When you drive through a hotspot, RooBadge automatically fires a focused ultrasound beam (silent to humans) to warn kangaroos and guide them away, making trips safer for both drivers and wildlife.

The Roobadge project went on to win a number of awards at local and international shows including three Cannes Lions (1 silver, 2 bronze) as well as Gold at AWARD awards.