FCB and NZTA Waka Kotahi have launched their latest campaign, aimed at raising awareness of the critical importance of vehicle safety, and asking New Zealanders the simple question … can your car protect you in a crash?
Titled “Your last Line of Defence”, the campaign aims to get New Zealanders questioning vehicle safety and checking both their own, and their loved ones, car safety ratings at rightcar.govt.nz. This campaign delivers the vital message that not all cars are built the same, and vehicle safety is paramount in protecting lives in the event of a crash.
In recent years, vehicle safety standards have evolved significantly, yet many individuals remain unaware of how safe their car really is and the crucial role that safety features play in preventing injuries and saving lives. With this campaign, NZTA Waka Kotahi wants car owners, drivers and passengers to ask themselves how safe are the vehicles they choose to drive or ride in.
“This campaign is another step forward in the ongoing effort to reduce deaths and serious injuries from road crashes in New Zealand. The safety features in modern vehicles can prevent many crashes from occurring, and significantly reduce the harm people suffer when crashes do happen. By raising awareness about the importance of vehicle safety features, we want to encourage people to choose the safest vehicle they can afford” says Lauren Cooke, National Manager, Education and Marketing at NZTA Waka Kotahi.
The campaign launches with high-impact AV directed by Steve Ayson alongside static and digital content that gets people questioning their safety rating, and includes informative educational resources busting safety misconceptions. It aims to engage and educate drivers, passengers and the wider community about the significance of choosing safe vehicles.
“It was great working with Steve Ayson on an NZTA Waka Kotahi project again” says Leisa Wall, Joint CCO at FCB. “The first thing he did even before the treatment was check his own cars safety rating. Everyone should know the safety rating of their car, especially if you’re in the market to buy one. Hopefully, this project will get more people talking and checking.”
This vehicle safety campaign will roll out across multiple channels, including television, radio, digital platforms, and social media, nationwide from 18th February.
Credits
Client: NZTA – Waka Kotahi
Agency: FCB Aotearoa
Chief Creative Officer: Leisa Wall
Chief Creative Officer: Peter Vegas
Senior Copywriter: Devon Wood
Senior Art Director: Vikki Cheng
Production Company: 3 &7
Director: Steve Ayson
Producer: Larisa Tiffin
Casting: AKD Casting
DOP: Adam Luxton
Offline editor: Phoebe Taylor
Visual FX: Blockhead VFX
Colourist: Matic Prusnik
Sound design: Cam Ballantyne / Beatworm
