Auckland Transport - Drive Drink Free
Drive Drink Free / J. Walter Thompson New Zealand
If you were offered a tequila shot before work or on the way to the gym, would you knock it back? You might be saying no, but many people aren’t as discriminant when it comes to drinking before driving. Following on from last summer’s sober driving campaign, Auckland Transport are once again encouraging Aucklanders to Drive Drink Free - this time featuring an online video highlighting this interesting contradiction.
Aucklanders love to drink and love a big night out, but seem to have no qualms getting behind the wheel after a few drinks, despite the risks. In the last two years, the number of crashes in Auckland has gone up overall, and a quarter of these are related to drink driving. In addition, men aged 20-39 are causing 63% of all DSI crashes across Auckland.
J. Walter Thompson wanted to make sober driving an attractive proposition; one that these guys can feel positive about, rather than shamed into. Featuring a cheeky bartender and some curious reactions from the public, the video works to get Aucklanders questioning their own relationship with alcohol and driving, in a way that is positive and entertaining, rather than preaching to them or using the shock tactics of traditional anti drink-drive advertising.
The online content is also being featured across cinema, TVNZ On Demand and social media, with supporting OOH.