New Zealand Transport Agency thanks drivers for safe speeds in latest campaign
The latest ad for New Zealand Transport Agency is thanking drivers for slowing down by focusing on the benefits of safe speeds and driving, rather than the devastating impact of excessive speed.
The latest ad focuses on the benefits of driving slow rather than the grave impact of speeding.
Created by Clemenger BBDO Wellington, the ‘Less Speed, Less Harm’ spot tells the story of a man who was involved in a car accident, but not at fault.
The ad features a voiceover of the older man’s concerns for the at-fault driver, interspersed with clips from the injured man’s journey from crash to rehabilitation.
At the end of the piece, the young man who caused the crash, who can now walk, thanks the older man for driving slow.
https://youtu.be/j8Eboke_Zl0
Clemenger BBDO Wellington has held the agency’s account for a number of years and was behind the award-winning ad ‘Mistakes’ in 2014.
Rachel Prince, principal advisor at New Zealand Transport Agency said the strategy came from research which suggested New Zealander’s often don’t drive over the speed limit.
“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’,” Prince said.
Brigid Alkema, executive creative director at Clemenger BBDO said while previous campaigns had talked about how different speeds affect the impact of a crash, it was time for a “new chapter” in the campaign, which has run for more than five years.
Noah Marshall, director at The Sweet Shop said he hoped the new ad would be able to “make a difference in a very tough area to change people’s minds.”
Credits
- Agency: Clemenger BBDO/Proximity
- Media company: OMD
- Client: New Zealand Transport Agency
- 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
