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Mistakes

Award: Graphite Pencil

Graphite Pencil / White Pencil - Creativity for Good / Advertising & Marketing Communications - Not for Profit / 2015

Speed is still the number one killer on New Zealand's roads. But most speeders believe they're skilled enough to drive over the limit, and that it's everyone else who's the problem. Rather than resisting that belief, Clemenger BBDO supported it. Produced by Finch, this powerful 90-second spot sees an imminent collision come to a stop. Time stands still as both drivers exit their vehicles. They have a frank and remorseful exchange in the centre of the road, begging forgiveness for their mutual mistakes. But it's too late. They return to their cars and the crash takes place. Usually, we get to learn from our mistakes. But, on the road, even the smallest error can cost lives. The ad remains the most viewed video in New Zealand's history, despite containing a message its audience has traditionally resisted.

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