New Zealand Transport Agency: Legend

The case shows how the New Zealand Transport Agency used humour to reach out to its target audience of young men to warn them of dangers of drunk driving.

New Zealand Transport Agency: Legend

Agency: Clemenger BBDOClient: New Zealand Transport Agency

Summary

Good people with the right intentions make dumb calls after drinking. Instead of blaming young people for making the wrong call, Clemenger BBDO's "Legend" campaign for New Zealand Transport Agency showed them a way to take action to stop a mate from driving drunk. Ghost Chips presented a story that was unexpected, fresh and funny. In a category where youth-targeted campaigns wear out in less than two years, Ghost Chips still resonates strongly three years on.

Key Learnings

The goal was simple:...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands