A new campaign for SAPOL, brought to life via SAUCE, communicates that drivers under the influence of cocaine can now be tested and penalised by South Australia Police.
An extension of last year’s ’Reality Hits Hard’ campaign, which focussed on cannabis and meth impaired drivers, the new campaign is rolling out across TV, BVOD, radio, outdoor, digital and social channels.
The campaign reflects cocaine use becoming more prevalent amongst younger demographics during a night out. The impact of this is reflected on the state’s road toll, with eight deaths and 76 life-changing injuries so far this year attributed to driving under the influence of drugs.
“Previously, Police drug driving tests couldn’t detect cocaine, so drivers have been on our roads under the influence and impaired, but unable to be tested,” SAUCE’s managing director Tom Ootes said.
The campaign’s TVC shows a group of friends on a cocaine-fuelled night out. Their night takes a surprise turn when they discover cocaine can now be detected in police roadside drug tests.
“It was important to accurately portray the group of friends using cocaine without leaning into the easily recognisable tropes that demonstrate drug use as ‘fun’. We found a solution in an approach that shows the perspectives of other people – with our antagonists appearing arrogant, obnoxious, overconfident and bordering on aggressive,” SAUCE’s co-creative director Michael Gagliardi said.
“Although essentially a public service announcement, we wanted to authentically reflect the behaviour and mannerisms of cocaine users, so that the message would hit almost as hard as testing positive,” SAUCE’s co-creative director David Ormston said.
Credits:
Client: South Australian Police via Government Advertising & Insights Hub
Road Safety Campaign Manager – Richard Blackwell
Senior Advertising Campaign Officer – Elke Brintrup Krueger
Creative:
SAUCE. The Creative Agency
Managing Director and Principal – Tom Ootes
Creative Director – Michael Gagliardi
Creative Director – David Ormston
Creative Art Director – Ella-Maude Wilson
Creative Copywriter – Rhys McMahon
Senior Account Manager – Nathan Seyd
Senior Designer & Animator – Danilo Watanabe
Designer – Carly Staszuk
Production:
Passel Media
Director – Stephen Packer
Producer – Adam Camporeale
1st AD – James Dubay
DOP – Emerson Hoskin
1st AC – Jake Cooper
2nd AC – Jack Morton
Gaffer – Nic Datson
Lightning Assist – Laura Kennedy
Grip – Justin Van Zyl
Grip Assist – Django No
Sound – Nick Steele
Boom Op – Aidyn Davis
Production Designer – Fraser Whitehead
Hair & Makeup – Morgan Whickham
Wardrobe – Katey Fenwick
Casting – Wendy Ticao (TKO Management)
Photography – Richard Lyons
Post-Production
Editor – Stephen Packer
Colourist – Nicholas Hower
Sound Design – Scott Illingsworth (Seeing Sounds)
