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Award: Wood Pencil

Wood Pencil / Branded Film Content & Entertainment / Branded Film Content & Entertainment - Online / 2015

Stoned drivers are a big problem in New Zealand, and they don't listen when told that marijuana slows reaction times, making driving dangerous. Clemenger BBDO reached them through a platform they pay attention to: Snapchat. They created Tinnyvision, a group of stoners that record and send their dope-fuelled hijinks to anyone that follows them, and seeded rumours of the the group's antics online, maximising the audience. Over the course of a day, followers saw the guys get stoned and their reaction times slow. In the penultimate video, the guys are driving when they hit a girl crossing the street. Shocked, the audience thought they'd just seen a genuine accident unfold in real time. Then, in one final video, they're delivered the potent message from the New Zealand Government. 'Stoned drivers are slower to react'.

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