Clemenger Wellington has veered away from the NZTA’s usual format of potent little dramas, introducing animation to the mix in a new cinema commercial, Knock Knock.
Knock Knock was created as support for the NZTA Limits campaign which reminds people of the lower limit and reflects on the shame of a driver being caught over the new limit.
“The Knock Knock support campaign is about providing helpful reminders to people that now that one extra drink could tip them over the limit, and turn their good night into something bad,” Clemenger ECD Brigid Alkema told M+AD.
The campaign utilises the age-old Knock Knock joke to bring to life the message about knowing your limit if you’re drinking and then driving.
The campaign has two parts – the film that’s being run in cinemas and will be posted out through social, and in-bar material – and in bars, the message is conveyed through posters and coasters giving a timely in-the-moment prompt to the bar’s patrons to remind them to know their limit if they’re driving.
The cinema ad is set to finish on Thursday 6 August – but no finish date has been set for the in-bar material. The ad will not run on TV.
CREDITS
Agency: Clemenger BBDO
Executive Creative Director: Brigid Alkema
Copywriter: Emily Beautrais
Art Director: Steve Hansen
Head of TV: Martin Gray
Designer / Illustrator: Tom McGuinness
Animator / Editor: Dan Monaghan
Director of Social Marketing: Linda Major
Senior Account Manager: Bethany Omeri
Account Executive: Matt Barnes
Media Agency: OMD
Managing Partner: Matt McNeil
Principal Scientist (NZTA): Paul Graham
Principle Advertising Advisor (NZTA): Rachel Prince
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