When it comes to rugby and road safety PSAs, our Kiwi cousins are arguably undisputed world leaders.
And a new campaign aimed at bringing road deaths down to zero has just dropped and it could arguably be a travel ad or horror movie much as it could a road safety one.
The spot’s the work of Auckland-based creative agency FCB New Zealand on behalf of the NZ Transport Agency.
Called “Road to Zero”, the campaign follows a dad with his two kids on a day out with a rather creepy finale (that B&T won’t spoil).
The campaign runs across TV, online and cinema. Prepare to get the chills below:
https://www.youtube.com/watch?v=tZ43ciWwvZ4
Commenting on the work, FCB’s ECDs Peter Vegas and Leisa Wall, said: “The Road Toll (road deaths) is something we’ve become used to, something we hear in the media during the holiday spikes of the year, almost like the weather forecast. We’ve become immune to it. We accept it.”
“But each number represents someone’s child, father or family member. It’s actually totally unacceptable, and that’s the creative trigger we needed to pull in the advertising. It’s not a number, it’s a human life. You need to be confronted by that. We’re hoping for that reaction from the New Zealand public from the first initial TVC and are looking forward to the rest of the campaign rolling out.”
