Creative Effectiveness > Creative Effectiveness
MISTAKES
CLEMENGER BBDO, Wellington / NZ TRANSPORT AGENCY / 2015
Awards:
Overview
Credits
Overview
BriefExplanation
CHALLENGE
Most people believe they’re skilled enough to drive over the limit. And it’s everyone else who’s the problem.
We needed to reframe the way people look at speed when they’re driving. Irrespective of the cause of the crash, speed determines the outcome – whether
someone is killed, or walks away.
OBJECTIVES
Our objectives were both attitudinal and behavioural: we needed to increase public intolerance of speeding and increase compliance with the right speeds.
STRATEGY
We had previously put the speeder front and centre in regards to blame. But what if we used the speeding driver’s own bias – that it’s all those idiot drivers out there who cause the problems on the road – and turned it back on him?
Other people make mistakes.
Even a very good driver can’t change the fact that human beings are prone to making mistakes. In many aspects of life we can learn from our mistakes; but not when driving – the road is an exception. Even the smallest of mistakes on the road can cost us our life, or take someone else’s.
EXECUTION
We didn’t point the finger of blame at anyone. For the first time, we acknowledged that speeders are skilled and experienced drivers.
But they’re not the only ones on the road.
The story used the power of special effects and simple conversation to show the sheer helplessness and anguish of two drivers, as they realise the inevitable outcome of a simple mistake. The result is a harrowing depiction of the ‘if only’ moment. All without the need for blood and broken bodies. Without casting the speeding driver as the villain. And leaving no room for denial.
OUTCOME
The campaign has an unprecedented effect.
The world shared it: 10 million + views on YouTube, with a 98% ‘like’ rate and over 6000 comments.
International news and prominent social media sites discussed it.
TED Talks chose it as one of 10 Ads Worth Spreading in 2014.
And it prompted a new conversation about speed amongst people who had stopped listening.
Over half of all drivers can recall the ad completely unprompted, and two thirds of New Zealanders say it’s changed their attitude.
More importantly, drivers have slowed down. In 2014 there has been a drop in average speeds and in the proportions of drivers exceeding the limits on both open roads and urban streets – the lowest since the campaign began.
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