Clemenger BBDO and the NZ Transport Agency have launched the latest in the Legend series, the long-standing anti-drink-driving campaign.
Directed by Steve Ayson, Dilemmas is the first work from new production company 3&7, of which Ayson is at the helm.
Over the last decade, the anti-drink-driving campaign has embedded itself in New Zealand’s culture and slowly shifted our attitudes to the point that most Kiwis now agree they wouldn’t drink and drive. Among young men, however, there are gains to be made.
NZTA principal advisor advertising Rachel Prince said: “Despite significant shifts in drink driving behaviour, there’s still work to be done, particularly among young men. We know that getting these guys to intervene–when they likely aren’t sober themselves–is a tough challenge.”
“This work aims to re-frame what intervention means, from protecting their mate to protecting their unique mateship.”
Clemenger ECD Brigid Alkema said: “There’s a full mate code in place with these guys. Stopping someone from driving drunk is seen as disrespectful to their manhood.
“This work aims to re-frame what intervention means, from protecting their mate to protecting their unique and irreplaceable mateship.”
Ayson said: “In real life these guys are constantly trying to out hard-out each other. But at the same time they would do anything for their crew. My approach is an aggressive combination of hard-out idiocy injected with a deep connection between loyal friends.”
Dilemmas launched on Sunday 29 July, with TV, Cinema and online placements planned.
CREDITS
Client: NZ Transport Agency
Agency: Clemenger BBDO Wellington
Production Company: 3&7
Media Agency: OMD Wellington
Share this Post
