The One Show
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Category
Online Films And Video / Public Service/ Non-Profit - Campaign
URL
Click to launch
Annual ID
11276N
About the Work
First off, car safty videos suck, and the public knows it. We needed to raise the entertainment factor or risk having no audience at all.
So the creative idea had to be strong and simple.
Our key insight was that eggs are a great metaphor for car safety. Just like people, they’re fragile and break easily on impact. And cartons are just like cars – their job is to protect their contents from harm.
With this in mind, we created two characters: Shelby and Gregg the Crash Test Eggs. And we built them a cardboard ‘Egg World’, where trees are egg whisks, salt and pepper shakers are bollards and teaspoons are objects of fear.
We then used animation to tell a car safety story that people could fall in love with.
The advantage with animating eggs was being able to show the horrific consequences of not taking the NZTA’s advice, without coming across as preachy finger-waggers.
The results were great.
Hundreds of people spontaneously began tweeting about car safety videos. We also gained wide-spread coverage in the media, where egg-puns took on a life of their own.
We drove over 43,000 visitors to the website and achieved over 46,000 video plays. We increased the traffic to rightcar.govt.nz by over 85% - significantly above target. We also achieved 5:21 minutes of captive attention from each unique visitor – over five times what we'd hoped for.
So the creative idea had to be strong and simple.
Our key insight was that eggs are a great metaphor for car safety. Just like people, they’re fragile and break easily on impact. And cartons are just like cars – their job is to protect their contents from harm.
With this in mind, we created two characters: Shelby and Gregg the Crash Test Eggs. And we built them a cardboard ‘Egg World’, where trees are egg whisks, salt and pepper shakers are bollards and teaspoons are objects of fear.
We then used animation to tell a car safety story that people could fall in love with.
The advantage with animating eggs was being able to show the horrific consequences of not taking the NZTA’s advice, without coming across as preachy finger-waggers.
The results were great.
Hundreds of people spontaneously began tweeting about car safety videos. We also gained wide-spread coverage in the media, where egg-puns took on a life of their own.
We drove over 43,000 visitors to the website and achieved over 46,000 video plays. We increased the traffic to rightcar.govt.nz by over 85% - significantly above target. We also achieved 5:21 minutes of captive attention from each unique visitor – over five times what we'd hoped for.
2011 Awards
Total Points: 5
Merit
Credits
Production Company
National Park
Art Director
Mark Dalton
Creative Director
Brett Hoskin
Designer
Stephen Horner
Writer
Mike Gwyther
Tony Stevens
Agency Producer
Donal Devlin
Marty Gray
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