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'.
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.