New Zealand Transport Agency: Legend

Categories: Social Marketing/Public Service
Best Strategic Thinking
Hardest Challenge
Award: Gold
Agency: Clemenger BBDO
Client: New Zealand Transport Agency


The ongoing issue of drinking and driving is one the New Zealand Transport Agency (NZTA) continues to look for new ways to combat. With young men in particular, getting them to speak up and tell a mate not to drive drunk is awkward. However, Clemenger BBDO struck gold with its Bloody Legend campaign and winning a Gold Effie in the Social Marketing/Public Service and Best Strategic categories along with winning the prestigious Hardest Challenge award.

Key learnings

For NZTA the key was to connect with young male drivers, particularly those living in rural or provincial areas. Drinking is a common way of socialising, and driving is the most common way of getting home (even if you have had too much to drink). The Bloody Legend campaign, known for its key phrases such as "ghost chips" and "I've been internalising a really complicated situation in my head" has resonated with this group and given them a way to stop a mate driving drunk.

Marketing challenge & objectives