New Zealand Transport Agency, Youth Speed – Mantrol
Instead of the usual blood and guts crash ads, we wanted to empower the young audience rather than point the finger.
We launched the campaign with two teaser TV spots and a hero spot. We then then increased engagement with a follow up 'on the road' spot and an online competition where young guys could upload their own Mantrol videos to win prizes. The campaign was so successful, we even managed to get Mantrol into their everyday vernacular.