NZTA - Ghost Chips

Problem

Drink Driving is a big problem in New Zealand, particularly with young Maori guys. When they're out partying with their mates, the last thing they want to do is to kill the vibe by telling a mate not to drive home drunk. We needed them to speak up regardless of the social consequences.

Solution

'Ghost Chips' was an anti drink driving campaign with a positive message that portrayed the audience in a cool, aspirational way. We used humour to break through to this audience, and more importantly, gave them the tools and catchphrases they needed to help them speak up at the moment of truth.

Results:

1.9 million views on YouTube for a country of 4.8 million.

175 Facebook Pages spontaneously created. One page alone, had over 70 000 Likes.

Biggest meme of the year in NZ.

'Ghost chips' and 'really complicated situation' voted #1 and #2 best 'one-liners' of the year in NZ.

• Category

  • Entertainment