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 to kill the vibe by telling a mate not to drive home drunk. We tackled the issue with ‘Ghost Chips’, a campaign with a positive message that portrayed the audience in a cool, aspirational way. We used humour to break through and laced the content with catchphrases, giving our audience the tools they needed to speak up. 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.
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.