Unhappy rapper Krazy K brings road safety message to Adelaide
A new young drivers road safety campaign for the Motor Accident Commission (MAC) of South Australia features aspiring Adelaide rapper Krazy K who has lost his licence due to speeding and decides now is the time to launch his YouTube career.
The YouTube rap parody campaign, produced by Clemenger BBDO Adelaide and Curious Film, is a continuation of the ‘Lose your licence and you’re screwed’ campaign which launched in 2011.
Erik de Roos, head of account management at Clemenger BBDO Adelaide told Mumbrella: “We knew we needed to step it up and do something in the digital space particularly in the social channels because that’s where the young drivers aged 16-24 are going to be more active.”
de Roos said the hip hop genre was chosen due to being “in tune with popular culture” and it’ storytelling ability. “[That] ultimately led us to this character called Krazy K,” he said.
Inspiration for the Krazy K character was drawn from a number of YouTube and TV personalities including Kristy Kreme and Chris Lilley.
The main focus of the campaign is Krazy K’s YouTube channel.
“YouTube is the heart of it. We are interested in getting the message out and the best way to do that is through video,” de Roos said.
Credits:
- Client: Motor Accident Commission of South Australia
- Agency: Clemenger BBDO Adelaide
- Production company: Curious Film
- Media agency: MEC Adelaide
Miranda Ward
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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His parents must be proud!
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Hehe nice work.
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why do people do things they know that theyncant get away with like stealing
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