DYLAN CHIRNSIDE

Short List
TitleDYLAN CHIRNSIDE
BrandNZ TRANSPORT AGENCY
Product / ServiceROAD SAFETY
CategoryA10. Not-for-profit / Charity / Government
EntrantCLEMENGER BBDO WELLINGTON, NEW ZEALAND
Idea Creation CLEMENGER BBDO WELLINGTON, NEW ZEALAND
Media Placement OMD WELLINGTON, NEW ZEALAND
Production OUR PRODUCTION TEAM Auckland, NEW ZEALAND
Production 2 PROFX NEW ZEALAND Wellington, NEW ZEALAND

Credits

Name Company Position
Brigid Alkema Clemenger BBDO Wellington Executive Creative Director

Cultural/Context information for the jury

Every year, around 90 New Zealanders die in crashes while not wearing their seatbelt. 30% could have survived had they belted up. They’d have been injured, but alive. Tough, young rural males make up the majority of these fatalities. In their minds, seatbelts are for kids, the elderly or the weak; to them, it’s an unnecessary accessory. Reality is, wearing one increases their chances of surviving a crash by 40%. Protection is at arm’s reach. We had to prove to them a seatbelt is a tool worth using. We turned the marks left behind by seatbelts into badges of honour. One that was proudly worn by the real people who survived because of it. We recruited true stories of survival from real lads within our target audience. Hundreds responded; a handful were chosen to have their real-life injuries recreated through SFX make-up, based off post-crash photos and professional medical expertise.

Links
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