New Zealand Transport Agency: Ghost Chips
Clemenger BBDO Wellington
Advertiser: New Zealand Transport AgencyBrand: New Zealand Transport AgencyCountry: New Zealand
Objectives
Our overall objective
Stop young guys from driving drunk and killing themselves.
The context
Drink driving in provincial and rural communities in NZ is commonplace. Over 1,000 people are injured or killed each year in crashes caused by young drunk drivers1. The drivers most at-risk are Maori males under 24 years.
Drinking is a central part of provincial life. Even the smallest communities have pubs, and young guys have easy access to...