• Loading…

Ghost Chips

Award: Wood Pencil

Wood Pencil / Writing for Advertising / Writing for Film Advertising / 2012

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.

Register Now to
Keep Reading

Once registered you will have access to this article and all other features, access our archive and case studies, be able to submit your work to us and receive our newsletter if opted-in.

Register Now
Why Register? Swipe to hide

Why Am I Being Asked
to Register?

We'll ask you to provide a few details about yourself, your current role and what you do. We won't share your information with other parties and won't spam your mailbox.

This site contains over 50 years’ of award winning work, articles, interviews and case studies. Register to gain full access to everything.

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your 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.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again