AUCKLAND, Today: Ogilvy and Auckland Transport have teamed up with Hollywood/Kiwi stuntwoman Zoë Bell – a native of The Queen City – to spread the message that ‘no one is invincible’.
The campaign, named The Most Dangerous Stunt in the World, features Bell taking a selfie video, whilst driving a high-performance Mustang around her old neighbourhood in Auckland City.
The footage shows Bell sipping her coffee, applying lipstick and checking her appearance in the mirror. As she discusses her varied stunt career with the camera, she effectively becomes more and more distracted from the road.
The big reveal comes at the end, when Bell says to Newshub reporter Kate Rodger: “But I’ll tell you one thing that I definitely won’t do – and that’s drive distracted,” as she turns the camera to reveal that she is actually sitting in a stationary car, being towed on the back of a truck.
“You’re literally taking other people’s lives in your hands when you send a text saying you’re running ‘5mins late’ – it might be longer than five minutes if you don’t get it right.”
“Having a kick-arse stuntwoman speaking against these dangerous actions is something we’re excited about and grateful for.”
Auckland Transport community transport manager Claire Dixon said: “It only takes a second of diverted attention to increase the likelihood of a crash, but the number of people driving distracted is getting worse, not better.
“To get the message across we needed to deliver it in a credible way. So we partnered with Zoë Bell to show that if a gutsy Hollywood stuntwoman wouldn’t drive distracted, then neither should anyone else.”
Ogilvy ECD Lisa Fedyszyn said: “Distracted driving is something we’ve all done – and do, knowingly or not.
“From a glance at the phone, to a sip of coffee, or an adjustment of the hair or make-up. So, we needed to mirror these dangerous actions back to all Aucklanders, in a non judgmental way, to get them to see just how dangerous these driving habits can be.
“Having a kick-arse, fearless and daring stuntwoman such as Zoë Bell speaking out against these dangerous actions we perform every day, is something we’re very excited about and grateful for.”
Distracted driving accounted for 26 deaths and 277 serious injuries between 2013 and 2018 in Auckland alone.
CREDITS
Client: Auckland Transport
Community Transport Manager: Claire Dixon
Marketing Services Manager: Mark Sharman
Marketing Campaign Advisor: Kelly Hansen
Community Transport Team Leader: Kim Modlin
Agency: Ogilvy, New Zealand
Chief Creative Officer: Regan Grafton
Executive Creative Director: Lisa Fedyszyn
Executive Creative Director: Jonathan McMahon
Creative Director: Rupert Hancock
Senior Creative: Cece Chu
Design Director: Danny Carlsen
Head of Design: Nathan Chambers
Designer: James O’Connor
Designer: Erin Joyce
Head of Operations: Siobhan Burke
Agency Film Producer: Matt McPhail
Business Director: Chris Hotchin
Strategy Director: Ben Fielding
Marketing Director/PR: Huia Ngapo
Digital Director: Helen Breckon
Production Company: Film 360
Director/DOP: Darryl Ward
On-screen Talent: Zoë Bell
Senior Producer: Sage Haggart
Head of Post Production: Martin Spencer
Senior Editor: Ben Marshall
Motion Graphic Designer: Anna Bittle
Editor: Gonzalo Deza
Audio Engineer: Keegan Meiring
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