The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
About the Work
The New Zealand Transport Agency is a government department responsible for road safety communications. For years it approached issues like drink driving like all government departments would - with negative consequence ?blood & guts? style ads. Well, that was until ?Ghost Chips? came along.
For the first time in history, there was a drink driving campaign with a positive message that portrayed the audience in a cool, aspirational way. We used humour to break through and gave our audience the tools and catchphrases they needed to help them speak up at the moment of truth, transforming the image of NZTA instantaneously.
Results:
1.9+ million views on YouTube for a country of 4.8 million.
175 Facebook Pages were spontaneously created. One with over 70 000 Likes.
?Ghost chips? and ?really complicated situation? voted #1 and #2 best ?one-liners? of the year in NZ.
The biggest NZ meme of the year.
For the first time in history, there was a drink driving campaign with a positive message that portrayed the audience in a cool, aspirational way. We used humour to break through and gave our audience the tools and catchphrases they needed to help them speak up at the moment of truth, transforming the image of NZTA instantaneously.
Results:
1.9+ million views on YouTube for a country of 4.8 million.
175 Facebook Pages were spontaneously created. One with over 70 000 Likes.
?Ghost chips? and ?really complicated situation? voted #1 and #2 best ?one-liners? of the year in NZ.
The biggest NZ meme of the year.
2012 Awards
Total Points: 5
Merit
Credits
Production Company
The Sweet Shop
Audio Franklin Road
Larisa Tiffin
Art Director
Brigid Alkema
Creative Director
Philip Andrew
Director
Steve Ayson
Writer
Mitch Alison
Brigid Alkema
Agency Producer
Martin Gray
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