Clemenger BBDO has won May’s Newspaper Ad of the Month for its NZTA ‘Community Speedo’ ad. Judges Mike Knight (Big Communications), Oriel Davis-Lyons (Colenso), Dave Bolton (Federation), and Kate Humphries (Media Design School) agreed that “the placement of the ad in The Dominion Post was so big and bold, that it defied any reader not to stop and take in the urgency of its message.”
No special mentions were awarded.
Check out the standings on the Agency League here.
5th June: One of NZTA’s recent campaigns, ‘Numbers‘, focused on how your speed can impact—perhaps quite literally—on others and it’s released an extension to that campaign called ‘Community Speedo’ that shows bringing speeds down is a collective effort.
“This work was briefed as a continuation of the urban speeding messaging in ‘Numbers’ and is based on the insight that people do drive more slowly in their own neighbourhood than they do in other people’s neighbourhoods,” says Clemenger BBDO’s Matt Barnes. “Yet we all have something in common: we want safe streets for ourselves, our kids, our friends.”
The ad is running as street posters, as well as DPS press and magazine placements, digital screens in petrol stations and dairies and geo-targeted mobile interstitials to encourage the community to share the message on social (e.g. Please slow down in Ponsonby, Please slow down in Riccarton etc).
“As the campaign only began recently, and effectiveness in road safety is a long term metric, we can’t report on the effectiveness of this campaign yet. But anecdotally we’ve had strong positive feedback,” he says.
Plenty of New Zealanders have posters of the All Blacks, or Justin Bieber, or Taylor Swift on their wall. But NZTA posters? Who knew?
“With our nationwide campaigns the creative is often requested by the regional road safety groups,” says Barnes. “This is both normal and encouraged as it helps further spread the message and support the campaign.”
Agency: Clemenger BBDO
Executive Creative Director(s): Brigid Alkema
Creative: Erik Hay
Art Director: Tony Haigh, Brigid Alkema
Agency Producer: Scott McMillan
Director of Social Marketing: Linda Major
Senior Account Manager: Bethany Omeri
Account Executive: Matt Barnes
Media Agency: OMD
Managing Partner: Matt McNeil
Account Manager: Elena Kotsapas
Principal Scientist (NZTA): Paul Graham
Principle Advertising Advisor (NZTA): Rachel Prince
Senior Marketing Advisor (NZ Police): Campbell Moore
Production Company: Steve Boniface Photography
Photography: Steve Boniface
Producer: Emily Moon
Retouching: Geoff Francis