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.
What's Driving This Trend
- Visual Storytelling
- Using powerful visual images to convey a message and evoke an emotional response, potential disruptive innovation opportunities in advertising and marketing.
- Family-centric Campaigns
- Focusing on family dynamics and using relatable scenarios to promote awareness and behavior change, potential disruptive innovation opportunities in social marketing and public health campaigns.
- Creative Tagline Integration
- Finding clever ways to incorporate taglines into visual images for enhanced impact and memorability, potential disruptive innovation opportunities in advertising and branding.
Who This Affects Most
- Advertising and Marketing
- Exploring new strategies and techniques for creating impactful and memorable advertising campaigns.
- Social Marketing
- Developing innovative approaches to influence behavior change and promote positive social outcomes.
- Public Health Campaigns
- Utilizing creative tactics to raise awareness and educate the public about health risks and preventative measures.
