Clemenger BBDO|Touchcast and the NZ Transport Agency have launched the latest message in their Legend series of anti-drink-driving productions.
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.
The 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,” said the NZTA’s Rachel Prince. “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.
“Research told us these guys push the limits with everything they do, including driving drunk. And they don’t want us telling them what to do.”
“That’s what an injury could compromise, and that’s the stuff they say they live for.
“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.”
Clemenger ECD Brigid Alkema said: “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.”
Nick Ball said: “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.”
CREDITS
Agency: Clemenger BBDO | Touchcast
Client: NZ Transport Agency
Production Company: Finch
Sound Design: The Coopers
Media: OMD Wellington
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