The Safer Journeys campaign revolves around a common drunk scenario in which the driver has double vision. Yet these blurred out images are more than meets the eye. They have been cleverly tweaked to depict two generations, thus tying in with the tag line, 'Stop the family driving drunk legend.' What family would want that reputation hanging over their head in the first place? Not to mention that older members should not want their children following those particular footsteps
Conceived and executed by Clemenger BBDO, Wellington, New Zealand, the Safer Journeys campaign was created for the New Zealand Government. Art director Brigid Alkema and creative director Brigid Alkema masterfully put together this strong visual message with the help of photographer Steve Boniface and retoucher Geoff Francis. It features copy from Emily Beautrais, Alex Metson and Mitch Alison.