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Category
Public Service / Political - Video / Television - Single
Annual ID
140220A
About the Work
NZTA wanted to encourage Maori males aged 30?40 who regularly drive after smoking marijuana, to re-think their actions. The target audience like to set a strong example to their children and were careful to not smoke around them, but often drove stoned with them in the car.
We didn't want to alienate them by attributing blame. Our idea focussed on a familiar situation ? kids sitting in the car, waiting for an adult to finish their 'session?. The kids' playful mockery of the adult's behaviour raises the question of the safety of driving stoned, but in such a charming, sympathetic way that it's difficult to 'buy out' of the message.
The spot aired only 12 times, solely on Maori TV. There was no other paid media.
After posting on social media it received worldwide coverage and featured on a number sites including Reddit, Buzzfeed and Vice.com
We didn't want to alienate them by attributing blame. Our idea focussed on a familiar situation ? kids sitting in the car, waiting for an adult to finish their 'session?. The kids' playful mockery of the adult's behaviour raises the question of the safety of driving stoned, but in such a charming, sympathetic way that it's difficult to 'buy out' of the message.
The spot aired only 12 times, solely on Maori TV. There was no other paid media.
After posting on social media it received worldwide coverage and featured on a number sites including Reddit, Buzzfeed and Vice.com
2014 Awards
Total Points: 5
Merit
Credits
Agency
Clemenger BBDO / Wellington
Production Company
Curious Films / Auckland
Liquid Studios / Auckland
Creative Director
Brigid Alkema
Director
Taika Waititi
Executive Creative Director
Philip Andrew
Producer
Matt Noonan
Agency Producer
Martin Gray
Creative Team
Mark Dalton
Mike Gwyther
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