Legends heads for the provinces

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Clemenger BBDO is aiming at Kiwis in the provinces with its latest Legends campaign – a series of social videos starring popular NZ social media personality Jimi Jackson and his arsenal of alter egos.

The refreshed campaign – which won last week’s NZ Grand Effie – is being shared with Jackson’s 500,000 Facebook followers.

The new videos, shot by Clemenger content arm Flare demonstrate Jackson’s impressive range of impersonations which urge viewers to use their imaginations when trying to stop a drink driver.

He’s also a dab hand at sending up the earlier Legends stars.

Clemenger director of social marketing Linda Major says drink driving is still a problem in provincial NZ. “Young guys are still making bad decisions while drinking, putting their lives and others’ lives at risk,” she says.

“If we can’t get through to them, we have to get through to those around them. People in the community know there’s a problem but don’t know how to step in. We try to empower them to speak up more effectively and more often.”

Individual videos are being posted daily over two weeks, and have been viewed over 2.5 million times, attracting over 70,000 likes and thousands of shares and comments.

“We’ve been having a lot of fun doing them,” she told M+AD.


Eastern Bay of Plenty Road Safety: William Stewart
Agency: Clemenger BBDO Wellington
Executive Creative Director: Brigid Alkema
Content creators: Jimi Jackson, Millicent Malcolm, Frances Cooke,
Director of Social Marketing: Linda Major
Senior Account Manager: Bethany Omeri
Production Company: Flare
Directors: Brigid Alkema & Jimi Jackson
Producer: Martin Gray
Editor: Dan Monaghan
Audio: Paul Sten

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