NSW Roads & Traffic Authority – Speeding. No one thinks big of you.
Agency: Clemenger BBDO Sydney
EXECUTIVE SUMMARY
Young Aussie blokes – particularly P-platers – love speeding. They love it to death.
Up until 2006 the youth speeding toll was climbing, and the RTA's best weapon-graphic car-crash advertising – was unable to stop it.
Faced with this seemingly insurmountable problem, Clemenger BBDO and the RTA developed a communications solution that succeeded where previous anti-speeding campaigns had fallen on deaf, young ears.
'Pinkie' is the most persuasive youth speeding campaign ever. It elicited a crucial behavioural shift, provoked global media...