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Creative in association withGear Seven
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Emotional New NZTA Spot Reveals the Two Sides to Every Accident

18/01/2017
Production Company
Auckland, New Zealand
179
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Clemenger BBDO Wellington launches latest ad directed by Noah Marshall of The Sweet Shop

NZ Transport Agency, along with Clemenger BBDO Wellington, have launched the first piece in a new chapter for speed, ‘Less Speed, Less Harm’.

Brigid Alkema, ECD at Clemenger BBDO, says: “Until now speed messaging has focused on the negative impacts of speed. This new chapter highlights a benefit, not a cost, of the speed of a driver.”

The new AV piece, directed by Noah Marshall of The Sweet Shop, shows the outcome of a competent driver choosing less speed. Says Marshall, “This is a beautiful script that I believe will make a difference in a very tough area to change people’s minds. No one wants to have any part in a fatal car crash, whether it’s your fault or not.”

The piece builds on the strategy seen in the highly effective ‘Mistakes’ spot, which also focuses on the behaviour of other drivers.

Linda Major, Head of Social Marketing at Clemenger BBDO, says: “Previously, speed campaigns have talked about the difference every kilometre added to your speed can make to the impact of a crash, irrespective of the cause. The effectiveness of this has been inarguable. This new chapter builds on the territory, and focuses on the reverse effect: that every kilometre less means less impact, less injury, more life, more families kept together.”

Rachel Prince, Principal Advisor at NZTA, says: “Research tells us most New Zealanders don’t drive over the speed limit, and support speed enforcement. Unfortunately, they’re a quiet majority. This strategy offers something of value to that position, something new to add to the conversation when loud and dominant voices are defending ‘their right to speed’.”

Says Alkema, “It’s an empowering, positive direction with exciting creative potential. Less Speed, Less Harm paves the way to talk about what less harm means, and celebrate more life.”

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Agency / Creative
Production
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Work from The Sweetshop NZ
Tom Sainsbury
Sweetshop NZ
26/02/2024
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