Drink driving is a big problem in New Zealand, particularly with young Maori guys. When they’re out partying, the last thing they want to do is kill the vibe by telling a mate not to drive home drunk. We tackled the issue with ‘Ghost Chips’, a campaign based on a film that portrayed the audience in a cool, aspirational way. We used humour to break through and laced the content with catchphrases. A couple of lines in the film quickly became part of the Kiwi vernacular, giving our audience the tools they needed to speak up and stop their mates from drink driving. The campaign was a massive viral success, resulting in countless mentions in social media, video mash-ups and the biggest New Zealand meme of the year.
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