NZTA launches new spot part of anti-drink driving 'Legend' series via Clemenger BBDO | Touchcast

MAIN_Hero 1_StockCarYell.Still74.jpgClemenger BBDO | Touchcast and the NZ Transport Agency have just launched the latest message in the 'Legend' series, the ongoing anti-drink-driving campaign.

Directed by Nick Ball of FINCH, the new story is aimed squarely at provincial lads, reminding these guys they need their bodies to live the full-on lives they love.

The story follows 'Rats', a real-life, non-acting, true-blooded lovable rogue, with hair to match. It begins as he leaves a party, and then we see what he weighs up against the decision to drive.

VIEW THE 90" SPOT
VIEW THE 60" CUT-DOWN
The NZ Transport Agency 'Legend' campaign began with 'Ghost Chips' back in 2011, and has targeted different drink driving audiences over the years through a variety of media channels.

This audience is a bunch of lads who don't fear death. So the story focuses on something they care about much more deeply - the time they have with their mates out hunting, riding and hooning around. That's what an injury could compromise, and that's the stuff they say they live for.

Says Rachel Prince of the NZ Transport Agency: "Research told us these guys push the limits with everything they do, including driving drunk. They don't want us telling them what to do or making them feel bad for making the wrong call. We had to find a way to make the right call more appealing."

Says Brigid Alkema, executive creative director of Clemenger BBDO: "We knew this piece was going to rely heavily on finding the right character. Nick and his team did a brilliant job in finding our guy, we wanted the real thing and we got him. I think we have something authentic and charming that hopefully the audience will love...and proudly own."

Says Ball: "It's a rare opportunity to work with such a brave and confident agency and client team with such a heritage of great and compelling award-winning work. I've had a blast getting stuck into Rats' rather unique world - it was an eye-opening, somewhat confronting experience from beginning to end - but I hope the authenticity of our world carries the message and delivers on what was a pretty fun piece of film to make."

Agency: Clemenger BBDO | Touchcast
Client: NZ Transport Agency
Production Company: FINCH
Director: Nick Ball
Sound Design: The Coopers
Media: OMD Wellington

6 Comments

DK said:

Love it.

Pete Burge said:

Very Nice. Long live film craft.

LJ said:

Amazing. Well Done

JJ said:

This is awesome, congrats all

MG said:

Wow. Love it

Killin' it said:

Excellent and I think it will actually work. Imagine that.

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