Congratulations to Brigid Alkema and the team at Clemenger BBDO Wellington! Clemenger created one of two Kiwi ad campaigns which have gone through to the finals of the Gerety Awards in France - a new creative comp launched earlier this year. NZTA Belted Survivors is in, along with VMLY&R NZ's RIP Simon for Life Direct Insurance. For its campaign, Clemenger BBDO Wellington partnered with Vice to organise a national call-out which gathered hundreds of real stories from people who survived crashes thanks to their seatbelt. Ten were chosen. Using their post-crash pics, their real-life injuries were recreated. They worked closely with emergency medicine specialist Dr. Tash McKay, who provided close medical guidance. The survivors were photographed in their own homes around the country, so they could be in a familiar environment and surrounded by family and friends while reliving their past experiences. The campaign was launched by the survivors themselves over their own social channels. Clemenger BBDO ECD Brigid Alkema believes the visceral and authentic nature of the imagery will connect with young Kiwi men. "You can't argue with these stories," she is quoted as saying on campaignbrief.com. "They're real experiences, lived by real people. We hope this truth will move our audience to wear their seatbelt."
IMAGE/ beltedsurvivors.nz
Liam Bethell stars in one of the NZ Transport Association ads