Auckland Transport has called in the help of stuntwoman Zoë Bell to spread the message that ‘no one is invincible’ through a social media campaign.
Called ‘The Most Dangerous Stunt in the World’, the campaign watches as Bell records a selfie video while driving around her Auckland neighbourhood. She’s seen sipping coffee, applying lipstick and checking her appearance in the mirror, making her distracted from the road.
However, not all is as it seems. Bell reveals the one stunt she would never do is drive distracted and in doing so, she turns the camera to show she's a stationary car being towed on the back of a truck.
The motivation for the campaign is the 26 deaths and 277 serious injuries between 2013 and 2018 on Auckland roads.
Auckland Transport community transport manager Claire Dixon says it only takes a second of diverted attention to increase the likelihood of a crash, but the number of people driving distracted is getting worse, not better.
“To get the message across we needed to deliver it in a credible way. So we partnered with Zoë Bell to show that if a gutsy Hollywood stunt woman wouldn’t drive distracted, then neither should anyone else.”
Ogilvy executive creative director Lisa Fedyszyn adds distracted driving is something we’ve all done and do - knowingly or not so it needed to mirror these dangerous actions back to all Aucklanders, in a non-judgmental way, to get them to see just how dangerous these driving habits can be.
Client: Auckland Transport
Community Transport Manager: Claire Dixon
Marketing Services Manager: Mark Sharman
Marketing Campaign Advisor: Kelly Hansen
Community Transport Team Leader: Kim Modlin
Agency: Ogilvy, New Zealand
Chief Creative Officer: Regan Grafton
Executive Creative Director: Lisa Fedyszyn
Executive Creative Director: Jonathan McMahon
Creative Director: Rupert Hancock
Senior Creative: Cece Chu
Design Director : Danny Carlsen
Head of Design: Nathan Chambers
Designer: James O’Connor
Designer: Erin Joyce
Head of Operations: Siobhan Burke
Agency Film Producer: Matt McPhail
Business Director: Chris Hotchin
Strategy Director: Ben Fielding
Marketing Director/PR: Huia Ngapo
Digital Director: Helen Breckon
Production Company: Film 360
Director/DOP: Darryl Ward On-screen Talent: Zoë Bell
Senior Producer: Sage Haggart
Head of Post Production: Martin Spencer
Senior Editor: Ben Marshall
Motion Graphic Designer: Anna Bittle
Editor: Gonzalo Deza
Audio Engineer: Keegan Meiring