New Zealand Transport Agency (NZTA): Hello

Credits & Description:

Put your passengers first. Drive Phone Free.
Young passengers feel uncomfortable when their drivers use their phones. Hello makes that discomfort visible without a heavy, judgmental tone.
Media: TV
Media: Web Film
Category: Public interest
Client: New Zealand Transport Authority
Agency: Clemenger BBDO, Wellington
Production: Curious Film
Country: New Zealand
Director: Ric Cantor
Executive Creative Director: Brigid Alkema
Creative Director: Emily Beautrais
Creative: Steve Hansen
Creative: Emily Beautrais
Producer: Stu Giles
Executive Producer: matt noonan
DoP: Crighton Bone
Agency Producer: Marty Gray
Agency Producer: Jen Gasson
Agency Sound Creative: Mike Gwyther
Group Account Director: Linda Major
Account Director: Bethany Omeri
Account Manager: Matt Barnes
Principal Scientist (NZTA): Paul Graham
Principal Advisor (NZTA): Rachel Prince
Senior Education Advisor (NZTA): Adrian Stephenson
Managing Partner: Matt McNeil (OMD)
Senior Account Manager: Katy Baker (OMD)
Account Manager: Georgia McNaught (OMD)
Editor: Luke Haigh
Sound Design: Paul Stent
Music Arrangement: Jim Hall, Franklin Rd
Vocals: Age Pryor
Description: Driver distraction is a factor in up to 30% of crashes. 98% of young people think using a mobile phone while driving is dangerous, yet 75% admit to doing it. Most of the time people are just on autopilot, using their phone instinctively. But in certain situations they evaluate whether or not it's ok to use their phones (cinema, first dates, work situations).What creates this continuous evaluation is the thought that someone might have an issue with what they're doing. Using their phone in the car is normal, habitual, and their peers don't question it - it's socially acceptable to use your phone when driving. The challenge was to create a social stigma around phone use in the car.