Clemenger BBDO and OMD have launched Hello – a new piece of online video content for the NZ Transport Agency aimed at young drivers using their phones behind the wheel.
“We’re never without our phones,” said Clemenger creative director Emily Beautrais. “It’s the first thing we look at when we wake up in the morning, and the last thing we look at before we go to sleep.
We live in a time where the majority of young people say they ‘can’t function’ without their phones. Asking them to put it down at any time is a big ask.”
NZTA senior education advisor Adrian Stephenson agrees Kiwis have heard that using their mobile while driving is dangerous, but he says they’re choosing to override the risk.
“Research suggests driver distraction is likely to be a factor in 20-30% of crashes. However, the majority of young people still admit to using their phone for unnecessary tasks when they’re behind the wheel.
“While lots of overseas campaigns still use shock tactics, we realised we needed to take a different approach with young people if we had any hope of getting their attention.”
The content piece is set to the Lionel Richie’s hit Hello – it shows passengers intercepting their driver’s hand as it reaches for the phone, a simple and non-verbal request for the driver to put their passenger’s safety first.
“Our research showed us passengers feel uncomfortable when their driver uses their phone,” says Beautrais. “Hello makes that discomfort visible without a heavy, judgmental tone.”
Hello launched two days back, on Easter Sunday. The 45” video is running on online TV, Facebook, Instagram, YouTube, Vevo, Pandora and Spotify. It is also supported on radio.
CREDITS
Agency: Clemenger BBDO/ Proximity
Media Agency: OMD
Client: NZ Transport Agency
Production Company: Curious Film
Executive Creative Director: Brigid Alkema
Creative Director: Emily Beautrais
Creatives: Steve Hansen, Emily Beautrais
Agency Producer: Marty Gray, Jen Gasson
Agency Sound Creative: Mike Gwyther
Group Account Director: Linda Major
Account Director: Bethany Omeri
Account Manager: Matt Barnes
Principal Scientist (NZTA): Paul Graham
Principal Advisor (NZTA): Rachel Prince
Senior Education Advisor (NZTA): Adrian Stephenson
Managing Partner: Matt McNeil (OMD)
Senior Account Manager: Katy Baker (OMD)
Account Manager: Georgia McNaught (OMD)
Executive Producer: Matt Noonan
Producer: Stu Giles
DOP: Crighton Bone
Editor: Luke Haigh
Sound Design: Paul Stent
Music Arrangement: Jim Hall, Franklin Rd
Vocals: Age Pryor
Share this Post
