Gold Spike
Product / ServiceROAD SAFETY
CategoryA06. Script
Entrant Company CLEMENGER BBDO Wellington, NEW ZEALAND
Advertising Agency CLEMENGER BBDO Wellington, NEW ZEALAND
Media Agency OMD Wellington, NEW ZEALAND
Production Company CURIOUS FILM Auckland, NEW ZEALAND


Name Company Position
Paul Graham New Zealand Transport Agency Principal Scientist
Rachel Prince New Zealand Transport Agency Principal Advisor
Victoria Slade New Zealand Transport Agency Senior Advertising Advisor
Philip Andrew Clemenger BBDO Executive Creative Director
Brigid Alkema Clemenger BBDO Creative Director
Mark Dalton Clemenger BBDO Art Director
Mike Gwyther Clemenger BBDO Copywriter
Linda Major Clemenger BBDO Director Of Social Marketing
Bethany Omeri Clemenger BBDO Account Manager
Martin Gray Clemenger BBDO Agency Producer
Thomas Scovell Clemenger BBDO Planner
Taika Waititi Curious Film Director
Matt Noonan Curious Film Producer
Tom Eagles Curious Film Editor
Toni Ulrich Maori TV Sales Executive
Annabelle Wilkinson OMD Business Director
Emily Goulden OMD Account Director
Tamara O'neill Liquid Studios Sound
Peter Van Der Fluit Liquid Studios Music
Craig Matuschka Liquid Studios Sound
Blockhead Additional company
Liquid Studios Additional company

Brief Explanation

Our script needed to talk to male Maori drivers, age 30–40 who drive after smoking marijuana. Research revealed the target audience are otherwise responsible family men who like to set a good example to their kids. NZTA didn't want to attribute blame. Instead they wanted the men to start questioning their own behaviour. Our insight was that the dads would be incredibly uncomfortable to learn that their kids knew what they were up to. Working closely with Maori director Taikia Waititi we crafted a script based around a situation familiar to many Kiwis – kids waiting outside in the car for their dad to drive them home. The kids' awareness that the dad is smoking marijuana in the house, and their playful mockery of this behaviour, raises the question of the morality of driving stoned, but in a way that the audience can own. Slang glossary: Burn-outs: Purposefully spinning the wheels of a car to create a cloud of smoke Bestedest: Childlike way of saying ‘best’ Blazed: Under the influence of marijuana Blazing: Smoking marijuana Bro: Mate/friend Choice: Good Chur: Goodbye Heaps: Lots Mean as: Really good Skiddies: Underpant stains Skux: Cool