FCB and Sweetshop Flipped The Traditional Driving PSA On Its Head With a Single Shot

NZ Transport Agency Waka Kotahi (NZTA) and FCB’s powerful campaign ‘Don’t Let the Drugs Drive’ is the first in a platform to confront New Zealanders with the realities of driving under the influence of drugs.

The hero film uses one continuous 180-degree spinning movement to draw viewers into the turmoil of the scene, culminating in a bird’s-eye view drone shot showing the scale of the tragedy.

NZTA’s managers Lauren Cooke and Emma Harley, and marketers Phill Sherring and Ellie Trotter spoke to LBB about how the campaign aims to challenge entrenched beliefs about drug driving. FCB NZ CCOs Leisa Wall, Peter Vegas, copywriter Tim Gavriel, and art director Aaron Carbines explained how the spot aims to mislead the viewer, before pulling the rug out from under them.

Sweetshop director Tom Gould gave insight into the creative process behind the spot’s production, including having real first responders on set, the evolving one-shot, and the small details that drive the message home.

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LBB> What inspired the creative direction of using a continuous 180-degree spinning movement in the hero film?

Tim and Aaron> Some New Zealanders don’t believe that people will get caught if they drive after taking drugs. We wanted to confront that thought, while also informing the viewers that the police aren’t the only reason you shouldn’t get behind the wheel if you’ve taken drugs.

We wanted to mislead the viewer by creating the illusion that the driver had been pulled over, before revealing the chaotic reality of the crash. To achieve this, we needed to start upside down and up close, carefully framing the shot to obscure the background and prevent the audience from seeing the whole picture.

The harrowing camera spin was used to literally flip the scene on its head, revealing the devastating reality that he hasn’t been stopped by the police, but by a tree. Our vision was to craft the disorientating camera spin so that the further we pulled out, the more horrifying the reality became.

LBB> How did working with real first responders impact the emotional depth and authenticity of the campaign?

Tim and Aaron> We were able to paint a detailed, realistic picture of a genuine car crash scene. Everything that happened is exactly how first responders would approach the same deadly scenario in their day-to-day jobs.

From where they would leave their vehicle upon arrival and the angle they would park on to block the roads, to the path they take on foot, to the order of onsite actions on how to deal with the emergency together and the hierarchy once all first responders have arrived – everything was true to life. Even during filming, we could feel the gravity in their performances as it was obvious that this wasn’t their first rodeo.

LBB> Directing a one-shot video has its challenges, what was your approach to take the viewer on this emotional journey?

Tom> There’s something powerful about letting a moment play out in real-time – no cuts, no distractions – just a steady, evolving shot that pulls the viewer deeper into the reality of what’s unfolding.

The dynamic movement as the camera pulls back, spinning to reveal the scene in its rawest form, is a sobering moment. We wanted to evoke that sense of everything unravelling, the weight of realisation hitting all at once. There’s no hiding from it – as the camera continues to pull back, it feels almost reactive, like it’s absorbing the gravity of the scene as it unfolds.

By layering in all the elements of a crash scene in real-time, we really showcase the devastating impact of drugged driving in a way that feels immediate and undeniable.

LBB> What were the biggest challenges in shifting public perception around drug driving compared to drink driving?

Tim and Aaron> Drink driving has decades worth of powerful campaigns that have helped people understand just how dangerous it is. Drug driving has only had a few campaigns that haven’t really touched on the severity of the crashes until now. We needed to shift the idea that you can hit a curb and scrape your bumper, to the harsh reality that drugs are present in nearly a third of all fatal crashes on New Zealand roads.

Today, most people know drunk driving is dangerous. Enough so that they’ll snatch your keys at a party if they see you trying to drive after you’ve had a few beers. But with drug driving, there’s a much bigger behaviour shift at hand.

The public perception is people don’t think it’s really that big of a deal, and we found in research, some people even had opinions like, “drugs make me more alert”, or “weed makes me drive slower and more cautious.” Unfortunately, this is not the case.

LBB> How did you balance making the campaign hard-hitting without causing audiences to disengage?

Tom> This is confrontational – some viewers might want to look away. But that slow reveal, the subtle sense that something’s off before it fully unfolds, keeps them engaged. It’s about drawing them in before the weight of the moment really hits.

To hold attention as the camera pulls back, we’ve layered in unfolding action and visual cues – small details that reveal themselves over time, adding depth and reinforcing the message.

Every element, from the crash scene to the raw performances, is grounded in authenticity. That realism is what makes it hit hard and stay with people long after they’ve watched.

LBB> Can you share any behind-the-scenes moments from the shoot that helped bring the vision to life?

Tom> Having real first responders on set was huge. The way they move, the details they notice – it brought a level of authenticity we couldn’t fake.

Our production team was incredible too. Pulling off a one-shot take like this took serious coordination, and every detail mattered to make it feel real.

But honestly, I’m in awe of the first responders who deal with this in real life. We’re just recreating a scene – they live it.

LBB> How do you measure the success of a campaign like this, beyond awareness?

Lauren, Emma, Phill, Ellie> The first step to change behaviour is to raise awareness of the problem, before focusing on changing beliefs and attitudes, which leads to action and behaviour change. This is the first campaign in a programme of work to address drug driving. NZTA plans to develop education and information targeting drug users to support them to make safe driving choices.