Scott Henderson
Principal / Special Ad Service
BBDO 2002 - 2007
Many 'safety' messages, are not new ones – but the challenge is to cut through indifference. The audience has to see familiar issues in a new way... with creative that is honest, thought-provoking and impossible to ignore.
This TV execution ran over several years, in the lead-up to holiday periods and key holiday weekends.
BBDO 2002 - 2007
This campaign was to highlight the ‘physics of speed’... conveying a rational argument, in a way that felt like 'new news' – and created a strong emotive impact.
BBDO 2002 - 2007
This campaign was to highlight the ‘physics of speed’... conveying a rational argument, in a way that felt like 'new news' – and created a strong emotive impact.
BBDO 2002 - 2007
This ad avoided the temptation to shock – delivering far more emotional impact through a quiet, powerful insight.
Copy:
Every year, speeding drivers turn more of us into memories.
BBDO 2002 - 2007
This ad targeted older drivers who rated their driving skills, and their performance cars, pretty highly.
It didn’t avoid the visual glamour of speed - but instead, used it to deliver a message they wouldn’t forget.
BBDO 2002 - 2007
This ambient campaign - targeted at parked cars around entertainment precincts on Thursday – Saturday nights – posed a question drivers couldn’t ignore, right at the moment of truth.
If they had to look twice, they had to think twice too.
BBDO 2002 - 2007
Many tired drivers held the perception that as long as they could keep their eyes open, they were OK. This ad highlighted that being awake, and being alert, were two very different things.
Copy:
The lights are on.
But no-one's home.
BBDO 2002 - 2007
This integrated campaign - running across TV, online and social media – tapped into a simple insight that our audience knew all to well to be true ... even the best mate, can be dodgy after a few drinks.
The first thing young drivers saw, were these simple teasers that reflected their world, and drew the curious ones to our website.
BBDO 2002 - 2007
Then, we revealed the main message – but also drew the audience to various online tools that could rate their dodginess, and that of their mates – and share the results on social media.
This campaign had a life of over three years (unusual for this demographic) and achieved tracking research scores of 82% likeability, and an unheard of 100% relevance.
BBDO 2002 - 2007
When the “Can’t Trust Mates’ campaign was well established and familiar to our youth audience – we surprised them with a new take on the story.
Where the previous ads had used humour – this execution gave them a unique insight into the long-term impact that could come from a single decision.
