Agency: Clemenger BBDO
Client: Eastern Bay Road Safety
Role: Creative/writer

This would have been great on Tik Tok but it was made before Tik Tok existed and Instagram was just for photos.

Young Kiwi’s in rural New Zealand don't listen to the government. So we partnered with a convicted drink driver, bad boy Facebook star Jimi Jackson to say our message instead.

We collaborated on a series of online videos for his channels that got a cynical audience to use their imaginations when trying to stop someone from driving drunk. From mates to mothers, coaches to cougars, Jimi showed his 500,000 fans anyone can do it.

Lo-fi, no paid media and shot on an iPhone, hard to reach young Kiwis used the videos as tools by tagging their mates, and even tagging TV3 to put them on TV.