AUCKLAND, Monday: FCB Aotearoa, in partnership with Waka Kotahi NZ Transport Agency and MBM have launched their first piece of work – Through My Eyes – since the appointment of FCB as lead strategic creative agency and MBM as media agency in June 2022.
This latest public education campaign targets speeding and speeders, and forms a key part of the wider Road to Zero strategy and Safe System approach.
Waka Kotahi marketing manager Lauren Cooke said: “Speed affects the severity of all crashes. Even when speed doesn’t cause the crash, it is the determinant of whether anyone is killed, injured, or whether they walk away.
“Sadly far too many New Zealanders continue to drive at unsafe speeds on our roads, resulting in unnecessary deaths and devastating consequences for families, whānau and communities.
“This important mahi serves to remind New Zealanders that there is no excuse for speeding and we need to slow down so that everyone can get where they’re going safely.”
Through My Eyes follows a police officer as he stops drivers for speeding. Each driver has a well-worn excuse for their speed; and ultimately a police officer attends a crash which could have been prevented had speed not been a factor.
“We wanted to bring the consequences of speeding to life. Nathan’s execution brings the two worlds together in a brutally simple but powerful way.”
FCB CCOs Leisa Wall and Peter Vegas said (in a provided statement): “Drivers don’t get to see what the police deal with on a daily basis.
“In this film we wanted to bring the consequences of speeding to life. Nathan’s execution started with using a real officer as the main character and this brings the two worlds together in a brutally simple but powerful way.”
MBM Strategist Loren Smith said: “We are excited for the launch of the first campaign of 2023 with Waka Kotahi and FCB. By utilising the strengths and expertise of all partners, we have created a collaborative and impactful approach to changing attitudes towards speeding on our roads.”
New Zealand’s road safety strategy Road to Zero was launched by Te Manatū Waka/Ministry of Transport in 2019 and Waka Kotahi is the government agency leading its delivery.
Underpinned by a vision of zero deaths and serious injuries in Aotearoa, Road to Zero specifically aims to reduce deaths and serious injuries on New Zealand roads by 40% by 2030 (based on 2018 levels).
It is guided by the Safe System approach, the international gold standard in road safety, and recognises that whilst mistakes are inevitable – deaths and serious injuries from crashes are not, and seeks to create a safe and forgiving transport system that makes the safety of people a priority.
CREDITS
Client: Waka Kotahi
Creative Agency: FCB New Zealand
Media: MBM
FCB Cultural Consultancy Partner: rUN
Production Company: Film Ruskin
Director: Nathan Price
Producer: Yolande Dewey
Casting: Auckland Casting & Yvette Reid
DOP: Ziga Zupancic
Offline Editor: Tim Mauger
Online: Jon Baxter
Sound Design: Cam Ballantyne
Original Soundtrack: Cam Ballantyne
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