• My basket
    Quantity
    Price
  • Your Shopping Basket is empty.

Total — £ (ex. VAT)

Blazed

Award: Graphite Pencil

Graphite Pencil / TV & Cinema Advertising / TV Commercials 61-120 seconds / 2014

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.

  • Blazed
  • Blazed
  • Blazed
  • Blazed
  • Blazed
  • Blazed
  • Blazed
  • Blazed

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.

Please don't check this box.