NSW drivers are being urged to ‘think twice’ about breaking road rules or face double the consequences over the October long weekend, in a new integrated campaign developed by Ogilvy & Mather Sydney.
Aimed at reinforcing the consequence of double demerits over peak driving periods, the campaign’s creative idea dramatises the concept of ‘think twice’ by showing the driver being stopped and questioned by two identical policemen. This gives visual impact and emphasis to the core message of ‘double the consequences’.
“This campaign is all about reminding people about what will happen if they do the wrong thing on the road,” explained Nathan Quailey, general manager for Ogilvy & Mather Sydney.
“It gives NSW drivers a strong and immediate reason to think twice about dangerous driving like speeding and not wearing a seatbelt.”
The campaign was developed by Ogilvy & Mather Sydney for Transport NSW.
Launching on 28th September, the campaign will be visible across NSW through metro and regional TV, radio and digital display banners. Additionally, TV and radio commercials have been produced in Arabic, Cantonese, Vietnamese and Mandarin for airing on non-English media stations.
Creative: Ogilvy & Mather Sydney
Agency Producer – Gabe Hammond
Creative Director – Russell Smyth
Senior Creative Team – Bettina Clark & Carolyn Diamond
Group Account Director – Sarah Goaley
Account Manager – Kate Piatek
Production Company: 120 productions
Director – Peter Bloomfield
Supervising Producer – Josh Jenkins
Post production: Method
Media: Universal McCann