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.
Category
Television & VOD / Long Form - Single
Annual ID
OS22_FI026B
About the Work
In New Zealand we refer to the people who are killed in crashes as our 'road toll', as if their lives and limbs are the price we're all willing to pay to use our roads. The Road Toll is something we hear in the media during the holiday spikes of the year, almost like the weather forecast. We’ve become immune to it. We accept it.
This film aims to disrupt that mindset and launch Road To Zero - Waka Kotahi NZ Transport Authority's bold 30 year plan to reach zero deaths on NZ roads. Road to Zero is guided by the Safe System approach which remains the international gold standard in road safety.
The Road To Zero campaign will roll out to New Zealanders in three phases. Education about this approach will be critical in phases two and three. But this first TVC seeks to create a disruptive, step change in our attitude towards the road toll. Each number represents someone’s child, father or wider whanau (family). It’s totally unacceptable, and that’s the creative trigger we needed to pull. It’s not a number, it’s a human life. You need to be confronted by that when you watch this.
This film aims to disrupt that mindset and launch Road To Zero - Waka Kotahi NZ Transport Authority's bold 30 year plan to reach zero deaths on NZ roads. Road to Zero is guided by the Safe System approach which remains the international gold standard in road safety.
The Road To Zero campaign will roll out to New Zealanders in three phases. Education about this approach will be critical in phases two and three. But this first TVC seeks to create a disruptive, step change in our attitude towards the road toll. Each number represents someone’s child, father or wider whanau (family). It’s totally unacceptable, and that’s the creative trigger we needed to pull. It’s not a number, it’s a human life. You need to be confronted by that when you watch this.
2022 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
FCB New Zealand / Auckland
Production Company
3&7 / Los Angeles
Art Director
Angelo An
Copywriter
Alan Jones
Animator
Corban Koschak
Designer
Josh O'Neill
Director
Steve Ayson
Director of Photography
Marty Williams
Executive Creative Director
Leisa Wall
Peter Vegas
Producer
Larisa Tiffin
Sound Designer
Cam Ballantyne
Managing Director
Sean Keaney
Retoucher
Scott Kelly
Account Manager
Tony Dediu
AdOps Executive
Pritha Vyas
Colourist
Clare Burlinson
Creative Services Coordinator
Ruby Black
Creative Services Director
Jenni Doubleday
Digital Account Manager - Media
Becky Odams
GM Strategy Officer
Sue Kipling
Group Business Director - Media
Philippa Mckenzie
Head of Content
Amanda Langkilde
Offline Editor
Luke Haigh
Online & VFX
Blockhead VFX
Production Designer
Ken Turner
Senior Account Executive - Media
Finn Jelicich
Senior Content Producer
Rebecca Casey
Senior Investment & Partnerships Executive
Victoria Lawton
Studio Manager
Simon Pengelly
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