M&C Saatchi hits the streets for advice from the wise in new campaign for NZ Fire Service
Every year, New Zealanders die from drinking and frying. Countless others have a lucky escape. This campaign, via M&C Saatchi New Zealand, captures real New Zealanders at the end of a big night, who have wisely chosen to eat before heading home.
None of the people interviewed are actors. They’re all genuine people found on the street, who had been drinking and were spotted eating, and asked this question: “What advice would they give to people in their state who are considering going home for a fry-up?”
None of the people interviewed are actors.
They’re all genuine people found on the street, who had been drinking and were spotted eating.
They were stopped and asked the question: “What advice would they give to people in their state who are considering going home for a fry-up?”
The answers were honest, slightly garbled and often hilarious.
They’re real words from the wise. Wise because they have chosen to get a feed before heading home.
And they’re presented in a way that you won’t soon forget.
Four 30″ TVCs are being broadcast nationwide and shared on YouTube.
Posters with real quotes from the interviewees are also being installed around the country to support the campaign.
Credits:
Agency: M&C Saatchi, New Zealand
Client: New Zealand Fire Service
Client contact: Scott Sargentina
Executive creative director: Dave King
Art director: James Bowman
Copywriters: Nicci Doak & Amy Ivančić
Account director: Christina Mossaidis
Account executive: Lizzie Yates
Producer: Terry Slade Baker
Production Company: Double Cove
Production
Studio: Woody
10 Comments
I really like these and i reckon they’ll do well with the target audience.
Much better than i thought they were going to be. Well done
Lovely David.
Is Leighton really Dave King?
I like it. Nice strategic thinking and a job well done.
As an aside, it is almost identical to the ‘taxicab confessions’ ‘If you drink and take a taxi you’re a bloody genius’ work from Saatchi Wellington in its heyday, but it is for a worthy cause and may even prevent a fire or two.
The smartest bit was showing the solution, not the problem again. Kudos.
I imagine this will be talked about and generate a few laughs. It holds a mirror up to the ‘at risk’ audience and makes the issue topical.
Nice campaign.
Yup. Agree with 9:34pm. It’s the same as taxicab confessions from Saatchis. It was internationally awarded around 1996/97 and also received the Grand Axis in TV that year from memory. Lazy. http://www.bestadsontv.com/ad/4684/Drink-Driving-Taxi-Confessions
So good. So jealous.
Great to see the solution shown rather than another fry pan alight! Simple but effective and will get talked about amongst the target for sure. Nice work.
I’ve never seen a group of people that I’d like to see self-immolate more than these drunken fucks. If this is a target audience, why fight natural selection?