Cannes Contenders: Clemenger BBDO Touchcast
How will New Zealand perform at Cannes this year? In the lead up to the Festival, Campaign Brief will be showcasing the work we hope will impress the judges…
Clemenger BBDO Touchcast, Wellington
The more regularly pedestrians use the same rail crossing, the more likely they are to become complacent and walk onto the tracks without checking. KiwiRail challenged Clemenger BBDO Wellington to come up with a solution. Instead of yet another warning message, The Conscious Crossing was installed. This movable set of warning gates can be reconfigured an infinite number of times, making the familiar crossing unfamiliar every time people cross, forcing people out of their complacency and into the moment. Designed with human nature in mind, anyone can change the gates into any layout, any time – actively helping to keep other pedestrians safe.
Clemenger BBDO Touchcast, Wellington
To help a young male audience see the danger of a stoned and wandering mind on the road, Clemenger BBDO and the NZ Transport Agency partnered with some pretty credible voices. First, a script was written featuring two guys driving home after a session. It was carefully crafted to include stoner-friendly moments, giving the minds reasons to wander off, but staying broad enough for different trains of thought. Then some of Australasia’s best-known comedians were brought in to co-write different wandering thoughts. The result was a series of unique ads, where the message was delivered with the credibility of people the audience respected, rather than the government.