The New Zealand Transport Agency wanted to target Maori fathers who smoke marijuana and drive. These men are otherwise responsible parents who like to set a good example for their kids. Instead of alienating them by attributing blame, NZTA wanted them to start questioning their own behaviour. Our key insight was that fathers would feel incredibly uncomfortable if their kids knew they were driving ‘blazed’. In portraying this realisation we aimed to make fathers reassess the safety of their driving. The kids' playful mockery of their dad's behaviour questions the morality of driving stoned, but in a way the audience won’t feel alienated by.
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