SE­COND

East­ern Bay of Plenty Road Safety

New Zealand Marketing - - Campaign Review -

HOW TO STOP A DRINK DRIVER

It’s tough to get young Ki­wis to lis­ten to se­ri­ous mes­sages about the dan­gers of drink driv­ing be­cause they switch off—and their me­dia habits make them harder to tar­get. So, in keep­ing with ear­lier hu­mor­ous ef­forts, the East­ern Bays Road Safety Pro­gramme and Clemenger BBDO part­nered with Face­book star Jimi Jack­son to cre­ate a se­ries of on­line skits that proved ab­so­lutely any­one can stop a drink driver—and you won’t look stupid do­ing it.

JUDGES’ COM­MENTS

Bell: “This is an exquisitely well done piece of com­mu­ni­ca­tion founded on a clear un­der­stand­ing of the tar­get mar­ket. Beau­ti­fully ob­served. I wish I’d done this.

Mei­j­boom:

“It’s con­ta­gious. You’ll have friends say to each other: ‘you have to see this’. It weaponises au­di­ences to share the work and it’s work that will be talked about on­line.”

Brad­nick:

“Nice. A clever se­ries de­signed for on­line that will en­ter­tain its tar­get au­di­ence but also serves as a re­minder not to drink and drive, es­pe­cially as we ap­proach the fes­tive sea­son.”

Ex­ec­u­tive Cre­ative Di­rec­tor: Brigid Alkema Con­tent Cre­ators: Jimi

Jack­son, Mil­li­cent Mal­colm, Frances Cooke Di­rec­tor of So­cial Mar­ket­ing: Linda Ma­jor Se­nior Ac­count Man­ager: Bethany Omeri Pro­duc­tion: Flare Di­rec­tors: Brigid Alkema & Jimi Jack­son Pro­ducer: Martin Gray Editor: Dan Mon­aghan Au­dio: Paul Stent East­ern Bay of Plenty Road Safety: Wil­liam Ste­wart

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