Clemenger BBDO is giving the New Zealand Transport Agency’s long-running, hard-hitting anti-speed campaign a makeover.
“Until now speed messaging has focussed on the negative impacts of speed,” says Clemenger ECD Brigid Alkema.
“This new chapter highlights a benefit, not a cost, of the speed of a driver.”
The new AV piece is called Thank You For Your Speed and is directed by Noah Marshall of The Sweet Shop, shows the outcome of a competent driver choosing less speed. “This is a beautiful script that I believe will make a difference in a very tough area to change people’s minds,” Marsall says.
“No one wants to have any part in a fatal car crash, whether it’s your fault or not.”
The piece builds on the strategy seen in the highly effective Mistakes spot, which also focuses on the behaviour of other drivers.
Clemenger social marketing head Linda Major said: “Previously, speed campaigns have talked about the difference every kilometre added to your speed can make to the impact of a crash, irrespective of the cause.
The quiet majority
“The effectiveness of this has been inarguable. This new chapter builds on the territory, and focuses on the reverse effect: that every kilometre less means less impact, less injury, more life, more families kept together.”
NZTA principal advisor Rachel Prince said: “Research tells us most New Zealanders don’t drive over the speed limit, and support speed enforcement. Unfortunately, they’re a quiet majority. This strategy offers something of value to that position, something new to add to the conversation when loud and dominant voices are defending their right to speed.”
Alkema says: “It’s an empowering, positive direction with exciting creative potential. Less Speed, Less Harm paves the way to talk about what less harm means, and celebrate more life.”
CREDITS
Client: New Zealand Transport Agency
Agency: Clemenger BBDO/Proximity
Media company: OMD
Principal Advisor: Rachel Prince
Principal Scientist: Paul Graham
Production Co: The Sweet Shop
Director: Noah Marshall
Executive Producer: Fiona King
Producer: Tony Whyman
DP: Marty Williams
Editor: Tim Mauger
Colour Grade: Pete Ritchie, Blockhead
Music composition: Liquid Studios
Composer: Peter van der Fluit
Audio Post: Flare
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