New Zealand Transport Agency (NZTA): The Legend

Credits & Description:

Category: Transport
Title: Rat's Tale
Media: Film
Brand: New Zealand Transport Agency
Agency: BBDO
Geo: New Zealand
Advertising Agency: Clemenger BBDO, Wellington, New Zealand
Executive Creative Director: Brigid Alkema (Clemenger Bbdo | Touchcast)
Managing Director: Brett Hoskin (Clemenger Bbdo | Touchcast)
Creative Director: Emily Beautrais (Clemenger Bbdo | Touchcast)
Creative: Frances Cooke/Josh Stuart (Clemenger Bbdo | Touchcast)
Managing Partner: Linda Major (Clemenger Bbdo | Touchcast)
Strategist: Bethany Omeri (Clemenger Bbdo | Touchcast)
Business Manager: Matt Barnes (Clemenger Bbdo | Touchcast)
Project Manager: Robbie Allen (Clemenger Bbdo | Touchcast)
Design Researcher: Ursula Nichols (Clemenger Bbdo | Touchcast)
Head Of Content Production: Christina Hazard (Clemenger Bbdo | Touchcast)
Production Company: Finch
Director: Nick Ball
Producer: Camilla Mazzaferro
Executive Producer: Karen Bryson
Cinematographer: Lachlan Milne ACS
Production Designer: Neville Stevenson
Costume Designer: Kylee Strathdee
Editor: Jo Scott / The Butchery
Casting: Catch Casting
Colourist: Trish Cahill
VFX: Blockhead VFX
Sound Design: The Coopers
Published: July 2017
Description:
Nick teaches you how to be a true 'legend’ in this anti drink-driving ad for NZTA. He drives the message home (so to speak) by reminding you of the things you'd miss out on if you drink and drive. Told through a loving montage of reckless memories, it talks to the true provincial lad - the motorbiking, mud wrestling, banger racing lad who lives a life full of lols.
Synopsis:
The NZ Transport Agency has just launched the latest message in the ‘Legend’ series, the ongoing anti-drunk-driving campaign.
The new story is aimed squarely at provincial lads, reminding these guys they need their bodies to live the full-on lives they love.
The story follows ‘Rats’, a real-life, non-acting, true-blooded lovable rogue, with hair to match. It begins as he leaves a party, and then we see what he weighs up against the decision to drive.
The NZ Transport Agency ‘Legend’ campaign began with ‘Ghost Chips’ back in 2011, and has targeted different audiences over the years through a variety of media channels.
This audience is a bunch of lads who don’t fear death. So the story focuses on something they care about much more deeply – the time they have with their mates out hunting, riding and hooning around. That’s what an injury could compromise, and that’s the stuff they say they live for.
Says Rachel Prince of the NZ Transport Agency: “Research told us these guys push the limits with everything they do, including driving drunk. They don’t want us telling them what to do or making them feel bad for making the wrong call. We had to find a way to make the right call more appealing.”
We knew this piece was going to rely heavily on finding the right character. We wanted the real thing and we got him. We think we have something authentic and charming that hopefully the audience will love…and proudly own.
We had a blast getting stuck into Rats’ rather unique world – it was an eye-opening, somewhat confronting experience from beginning to end. We hope the authenticity of our world carries the message and delivers on what was a pretty fun piece of film to make.
An honest and observed candid approach to the shotmaking was designed to thrust the viewer headfirst into the experiences of our cast. It was raw, organic and true, which created a beautiful version of the ordinary. Everything that the spot needed to be to speak to our target audience.