Stoned drivers are being warned of the realities in a new campaign from Clemenger BBDO Wellington and the NZ Transport Agency.
The images, shot by photographer Steven Boniface, will appear in outdoor posters and targeted print, as well as online.
Research shows New Zealanders aren’t worried about drug driving. They don’t think it contributes much to the road toll. Things like drink driving, speeding and road conditions rank much higher as concerns.
Because drug driving crashes are not often reported, there’s a perception that crashes rarely happen, or if they do, they’re fender benders.
“Steve Boniface’s intriguing treatment will see the messages standing out and really drawing viewers in.”
But the statistics tell a different story. In a five-year study in New Zealand, 1 in 4 drivers who had crashed and died had cannabis in their system when they crashed.
NZTA principal advisor Rachel Prince said: “Cannabis smokers who drive admit they’re sometimes a bit slow to react on the road but say it’s just small harmless stuff. They don’t believe what they’re doing is risky.
“We needed them to see drug driving is far more dangerous than they think, and give drivers a clear message of what to do.”
Clemenger Wellington ECD Brigid Alkema said: “Just as in real life, these scenes are perfectly ordinary moments, interrupted by crashes. The slight twist from reality gives the scenes a surreal feeling.
“Steve Boniface’s intriguing and distinctive treatment will see the messages standing out and really drawing viewers in.”
CREDITS
Campaign title: High Crashes
Execution titles: City street, Neighbourhood, Countryside
Client: NZ Transport Agency
Agency: Clemenger BBDO Wellington
ECD: Brigid Alkema
Creative Director: Emily Beautrais
Producer: Carne Godfrey
Group Account Director: Linda Major
Photographer Producer: Gerardine Turney @ Match Photographers
Digital Designer: Leon Baldock
Digital Designer: Joshua Rollo
Account manager: Robbie Allen
Principal Scientist: Paul Graham (NZTA)
Principal Advisor: Rachel Prince (NZTA)
Photography: Steven Boniface, Match Photographers
Retoucher: Jason King @ Sixty Four
Designer: Steve Boggs
Media: OMD
Account Director: Ros Ross, OMD
Account Executive: Mary Quigg, OMD
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