AUCKLAND, Today: Auckland Transport’s latest campaign aims to reduce harm on the roads by emphasising the importance of paying attention while driving, with a focus on intersections, traffic lights, and cyclist awareness.
Invisible Hazards gives New Zealanders an unexpected view of what happens when you lose focus behind the wheel.
Marketing head Penny Batten said: “AT recognises there is too much harm happening on the roads across Auckland as a result of mistakes people don’t mean to make.
“Most people driving are trying to do the right thing and this campaign is a clever way of highlighting the micro moment where you can miss a hazard when not paying full attention.
“The campaign sheds light on inattentional blindness — a phenomenon that causes people to miss things happening right in front of them due to a lack of focus. Even seemingly harmless diversions, like thinking about what’s for dinner, can make you oblivious to the obvious.
“Unlike traditional road safety ads that highlight hazards, AT hid them in plain sight. The campaign features a suite of OOH, radio, and digital placements across Tāmaki Makaurau.”
“This is important for advertisers, given a market report for the Kapiti Council estimates the construction of the Kapiti Expressway will see spending in the region soar by over a third.”
“Studies show that drivers who experience inattentional blindness only see and perceive 50% of the dangers on the road with them.
“Developed in collaboration with artists and body painters, everyday road hazards were camouflaged into their surroundings, to provide a realistic view of what happens when you lose focus while driving.
“All images were painted by hand and shot in-camera, providing an authentic depiction of distraction.”
Unlike traditional road safety ads that highlight hazards, Auckland Transport hid them in plain sight. The campaign features a suite of OOH, radio, and digital placements across Tāmaki Makaurau.
Hidden within the radio spot (scroll down for the link) are three hazards, disguised by an articulation of everyday thoughts people have while driving.
This campaign marks the first piece of work Motion Sickness has done with Auckland Transport since being appointed to the Auckland Council panel last year.
Client: Auckland Transport
Head of Marketing: Penny Batten
Marketing Campaign Manager: Blake Walker
Agency: Motion Sickness
Executive Creative Director: Sam Stuchbury
Creative: Kelly France
Creative: Andrew Hathaway
Senior Designer: Hamish Steptoe
Designer: Nick Jamieson
Producer: Joseph McAlpine
Account Manager: Priya Marshall
Head of Strategy: Hilary Ngan Kee
Strategist: Chelsea Knowles
Photographer: Simeon Patience
Art Director: Dion Boothby
Illusion Artist: Marc Spijkerbosch
Artist: Tracey Lee Cassin
Body Painter: Yolanda Bartram
Retoucher: Cameron Jones
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