Developed by Clemenger BBDO Wellington, the TVC freezes time right before an accident to dramatise the inevitability of the crash—as well as the drivers' regrets and the serious consequences.
The campaign is part of a multi-agency effort aimed at reducing deaths and injuries on New Zealand roads. It encourages the audience to be conscious of other road users and to choose a safer speed.
Last year, speed-related crashes in the country killed 83 people and seriously injured another 408. Speed is a contributing factor in 20 per cent of all fatal and serious injury crashes.
The campaign, launched on Sunday, targets regular drivers who feel competent and in control of their vehicle. They drive ‘comfortably’ fast—typically a bit faster than the posted speed limit or other traffic—but they don't consider themselves to be ‘speeding’.
The campaign aims to reframe the way that drivers look at their speed, the key messages being that speeding reduces the opportunity to react to a mistake and that drivers need to leave room for recovering from any potential error.
CREDITS
Client New Zealand Transport Agency
Agency Clemenger BBDO, Wellington
Executive creative director Philip Andrew
Creative director Brigid Alkema
Copywriter Emily Beautrais
Art director Emily Beautrais, Philip Andrew
Agency producer Marty Gray
Group account director Linda Major
Account manager Bethany Omeri
Director of digital innovation Thomas Scovell
Media business director Annabelle Wilkinson
Media account director Emily Goulden
Principal scientist (NZTA) Paul Graham
Advertising manager (NZTA) Rachel Prince
Production company Finch
Director Derin Seale
Producer Karen Bryson
Executive producer Rob Galluzzo
DoP Stefan Duscio
Offline Toybox
Editor Drew Thompson (Method Studios)
VFX Fin Design + Effects
VFX supervisor Stuart White
Colourist Ben Eagleton
Sound design Simon Lister
Sound design studio Nylon Studios
.jpg&h=268&w=401&q=100&v=20170226&c=1)
.jpg&h=268&w=401&q=100&v=20170226&c=1)
.jpg&h=268&w=401&q=100&v=20170226&c=1)