NZ Transport Agency: Mistakes
Clemenger BBDO Wellington
What were the objectives for the creative work?
Experienced drivers rate their 'superior' driving skills and believe they can speed safely. They argue it's everyone else who's the problem.
This over-confidence often leads to tragic consequences, with inappropriate speed a factor in 1/3rd of fatal crashes.1
Our challenge was to persuade skilled drivers to look at their speed differently.
Business objectives
Advertising is part of a long-term programme to reduce road casualties caused by excessive speed and the cost incurred to society.
Over the current two year period (2014 –...