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Digital
Viral

Silver Winner

Entrant: Clemenger BBDO/Proximity, Wellington
NZ Transport Agency - "Hello"


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Corporate Name of Client: NZ Transport Agency

Head of Client Services: Paul Graham

Client Supervisor: Adrian Stephenson

Client Marketing Director: Rachel Prince

Media Company: OMD, Wellington

Media Planners: Matt McNeil/Katy Baker/Georgia McNaught

Agency Account Director: Bethany Omeri

Agency Account Manager: Matt Barnes

Advertising Agency: Clemenger BBDO/Proximity, Wellington

Executive Creative Director: Brigid Alkema

Creative Director: Emily Beautrais

Copywriter: Emily Beautrais

Art Director: Steve Hansen

Executive Agency Producer: Marty Gray

Agency Producer: Jen Gasson

Production Company: Curious Film, Auckland

Director: Ric Cantor

Executive Producer: Matt Noonan

Producer: Stu Giles

Director of Photography: Crighton Bone

Editor: Luke Haigh

Audio Engineer: Paul Stent

Music Production Company: Franklin Rd, Auckland

Music Producer: Jonathan Hughes

Music Arranger: Jim Hall

Music Performed By: Age Pryor

Agency Sound Creative: Mike Gwyther

Group Account Director: Linda Major


Description of the Project:
Problem:
Distraction causes up to a third of crashes. The problem is biggest for young drivers, and they’re the hardest to get to. Passengers feel uncomfortable, but they aren’t speaking up.
 
Execution:
We can’t be in people’s cars every time they reach for their phone. But their passengers can. So we found a way to use them as a channel.
 
A web film was created and seeded with two radio stations, and the audience took it from there.
 
Results:
In just 1 week, the film had 52,000,000 views, and 1,000,000 shares, with people all over the world tagging drivers in the comments. For the first time ever, we managed to get not just inside their cars, but between the drivers and their phones.