This morning NZTA released its latest ad ‘Local Legends’, this time aimed at curbing drink driving among younger men. We spoke with Clemenger BBDO creatives Mark Dalton and Mike Gwyther, who also co-wrote NZTA’s ad ‘Blazed’, about what it took to write ‘Local Legends’, what makes it work, and how to cut through the noise so you’re not forgotten.
Browsing: NZTA
Clemenger BBDO has done it again for NZTA, this time with a new TVC that shows how everyone has a part to play in stopping a drunk driver. Released this morning on NZTA’s Facebook page, the ‘Local Legends’ ad plays close to home for anyone who might feel anxious trying to convince someone they don’t have much influence over not to drink and drive.
StopPress recently ran a story on how BuzzFeed is making moves in the Australasian market. And while most of the list-making juggernaut’s activities are focused on the other side of the ditch, Kiwi businesses are also starting to experiment with the company’s unique brand of native advertising, which holds such reverence for the power of the .gif. We look at what Sky and the NZTA are doing in this space.
As well as its focus on the dangers of drugs and booze, NZTA and Clemenger BBDO have also been pushing the dangers of distractions, and while most of the attention has so far been focused on phone use, its Party Crashes campaign aims to show how passengers can be also be the cause of accidents.
As part of our series with the One Percent Collective that’s dedicated to celebrating good work and inspiring a bit more generosity, David Thomason, FCB’s head of planning, lavishes praise on NZTA and Clemenger BBDO’s ‘Mistakes’.
DDB New Zealand has had a few good account wins recently, including Icebreaker and the Auckland Council. And it did pretty well at Spikes Asia over the weekend too, winning enough trophies to be placed second in the agency of the year category behind Dentsu Tokyo.
This month the New Zealand Transport Authority turned to the social media channel, Snapchat, to warn drug drivers of the effect that Marijuana use has on their driving.
As part of our series dedicated to celebrating good work and inspiring a bit more generosity, Nick Worthington, Colenso BBDO’s creative chairman, gives some props to two great campaigns and one burgeoning brand.
Over the weekend, Clemenger BBDO’s ‘Blazed’ campaign (produced by Curious Film) for the NZTA won a pair of golds and a silver in the Film craft category at Cannes.
Every year, TED compiles a list of its top ten ads worth spreading. And NZTA, Clemenger BBDO and Finch’s ‘Mistakes’ ad, which shows a conversation between two men without enough time to react to a life-changing accident, has made it onto 2014’s list.
One big hit from NZTA and Clemenger BBDO, another big hit from Old Spice and Kiwi Steve Ayson, a curious child calls Christmas into question in a spot for ze Germans by Mark & Louis, and a collection of oddvertising for Carlton Dry from Taika Waititi.
Clemenger BBDO has once again delivered for the New Zealand Transport Agency with a new ad that targets drivers who think it’s safe to exceed the speed limit by only a few kilometres per hour.
Jono and Ben recently referred to the New Zealand Transport Agency (NZTA) by its old acronym LTSA. In reponse to this verbal misstep, Anthony Frith, the media manager at NZTA, sent the pair a sensational email.
Back when I was a young lad, I went to the supermarket with a couple of my older cousins. They kept throwing jars at me. And I, of course, kept catching them. When I tried to retaliate and threw a jar back at them they, of course, moved aside and left it to smash on the ground, leaving me to deal with an angry manager. So you can imagine the painful memories that came flooding back after seeing NZTA and Clemenger BBDO’s latest anti-drink driving ads, which show a good—although slightly wasteful—way for responsible chaps to say no to another beersie from their mates.
Five good’uns this week, with ukuleles, emoticons, family time, song rash and Rotorua making the cut.
Clemenger BBDO’s Simon Wharton and James Burton have taken the August ORCA off DraftFCB for their NZTA ‘GPS vs.’ campaign, which reminds us that “when you’re focused on the phone, you’re not focused on the road”.
A few weeks back NZTA and Clemenger BBDO launched the second phase of its drug driving campaign, ‘Shopkeepers’, which used humour to create awareness around the fact that having a toke before getting behind the wheel wasn’t safe, despite beliefs to the contrary. And, just as it did with Legend, it’s followed that up with an ad/short film aimed at the Maori community that shows how children view the behaviour of their blazed parents.
A plethora of good stuff to choose from this week, so we took the NCEA approach and gave everyone an achieved.
While most of the focus around road safety in New Zealand has been on alcohol in recent years, drug driving is also a serious issue. It’s not really a laughing matter, but, perhaps following on from the success of ‘Ghost Chips’, NZTA and Clemenger Group have once again gone down the humorous road to show Kiwis that if you’re laughing at soap, taking too long to buy 12 frosty pigs or staring at a waving cat then you shouldn’t be driving.
DraftFCB dominated the analogue section of the One Show Awards with a good haul of metal, and in the interactive section, Clemenger BBDO and Resn were the only Kiwi agencies to get the nod.
It was good to see NZTA and Clemenger BBDO taking a slightly different approach to road safety with the Drive Social campaign (although it would’ve been good to see that sentiment translated into a usable ride-sharing initiative). But Formula E Indoor Raceway in Manukau obviously thinks there’s still room for a bit of road rage, just on its track rather than in public.
The One Club, one of America’s most prestigious awards programmes, has chosen its finalists. Herewith the locals gunning for a pencil in the three separate competitions, with Colenso BBDO on top once again with seven nods.
For the past few years, Unitec, Special Group and Naked—which has recently closed and been reborn as Open—have tried to bring a bit more chutzpah to the education sector and change the impression of the institution in potential students’ minds, first with the ‘Change Starts Here’ docu-ads and then with the trade-focused follow-up, ‘We Make the People who Make it’. And in a slightly surprising victory, the campaign managed to beat out the big boys for the best in show prize at last night’s Media Awards at the Langham.
Over the years, the worst case scenario approach has typically been favoured to drum home road safety messages in New Zealand. And a degree of complacency has now developed among some who simply block those messages out. But the new ‘Drive Social’ campaign by NZTA and Clemenger BBDO has moved away from targeting specific groups with blood and guts and into targeting all drivers with warm fuzzies.
Following on from last year’s Donna Time campaign, which moved the focus from young Maori mates to slightly boganic mums, NZTA and Clemenger BBDO have launched an eye-straining new print campaign that targets families where drink driving is a common behaviour and, like the previous campaigns, encourages someone to speak up about it.
We’ve seen Facebook data used effectively to tap in the modern narcissistic streak, especially with Intel’s Museum of Me, but Clemenger BBDO and Resn have flipped that upside down—quite literally—with a brilliant anti-speeding campaign in the form on an online game for the New Zealand Transport Authority (NZTA).
Who’s it for: Freeview by True and Flying Fish
Why we like it: In the final promotional push before the digital switchover begins in four months, the free-ness of Freeview is being hammered home once again, this time with some great animation and a nostalgic and patriotic …
Shared responsibility is an increasingly important part of the road safety programme, as evidenced most recently with the hugely successful Ghost Chips campaign, which, for the first time, specifically targeted young Maori and used humour to equip them with the tools required to speak up when one of their mates was too drunk to drive. And NZTA, Clemenger BBDO and The Sweet Shop have followed up that pop cultural phenomenon with a new campaign that tries to convince family members to do the same.