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.
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