The experience that put you on the receiving end of racism.
Client : New Zealand Human Rights Commission
VoiceOfRacism.co.nz challenges anyone to put themselves in the shoes of someone on the receiving end of racism. Every user who visits the website has a unique, unpredictable experience, allowing them to feel the overwhelming impact of incessant micro-aggressions through an audio visual data-driven experience.
The hundreds of micro-aggressions delivered by the voice are the true personal experiences of real people in New Zealand. The Voice of Racism is performed by celebrated filmmaker and anti-racism advocate Taika Waititi.
Experience it yourself at voiceofracism.co.nz
D&AD Yellow Pencil
D&AD Wood Pencil
D&AD Shortlist
Best Awards Purple Pin (Grand-Prix, Digital Design)
The drug driving campaign that proved itself into existence.
Client : Waka Kotahi (NZTA)
Drug driving is as deadly as drink driving, yet 90% of us deny the statistics. As long as those affected feel too ashamed to talk, the truth remains silent.
To change perceptions, a unique campaign was started – one that would only run if real deaths happened. Ashleigh shared her own drug driving story first, over TV and social. She invited people to message in their own stories of loss, which were filmed and shared in real time, aired on TV and social on that day only. Every time the nation saw Ashleigh, they knew it meant someone else had died.
D&AD Graphite Pencil
D&AD Wood Pencil
Turning the wounds left behind by seatbelts into badges of honour.
Client : Waka Kotahi (NZTA)
Young New Zealand males don’t see the point of wearing seatbelts. They think they’re for kids. The elderly. The weak.
To prove seatbelts are a tool worth using, we turned the marks left behind by seatbelts in a crash into badges of honour. Real crash survivors; real injuries; recreated and captured in-camera.
With targeted outdoor placements and grassroots PR in their own communities, the survivors have sparked conversations within their own neighbourhoods, becoming hometown advocates for the campaign. Delivering our message to 498,000+ young NZ males – 75% of our audience – in just two weeks.
beltedsurvivors.nz
Common combinations found in deceased drivers.
Designed for experts to unpack the harm.
79% of NZ drivers who die in drug-related crashes have more than one substance in their system. Prescription medication is often one of them. Because they’re usually consumed hours apart, the combined side effects are dangerously deceptive. Drivers may not feel impaired, but they are. Introducing the Mixed Medication range, common combinations found in deceased drivers. Each product was designed for experts to unpack the harm, unsettling road users across the country.
The range gained attention from medical professionals, drivers on medication and Police. Mixed Driving has now been established as a new state of impairment, building public support for the introduction of roadside testing of 20 legal drugs in 2023.
Explore the @MixedDriving cabinet on Instagram
Empowering Kiwi lads to live for tomorrow.
Client : Waka Kotahi (NZTA)
A rough, resistant group were still switching off to the ‘don’t drink and drive’ message. New Zealand’s young, tough, provincial lads were still drinking heavily and crashing often. Accounting for over half of all alcohol-related deaths and serious injuries.
For them, risk was an everyday constant. In their jobs. In their physical hobbies. In their gutsy approach to life. Core to their identities were the tough, physical lives they and their mates had made for themselves. And it was also what they’d regret missing out on most from a drink driving injury.
Rat’s Tale reframed what the choice to not drive drunk meant. From a call that limited our audience, to a call that enabled them to keep living the life that defined them. To stay in the game. Celebrating the stuff these guys they live for, and making drink driving a risk not worth taking.
Making ‘small’ racism significant.
Client : NZ Human Rights Commission
Give Nothing to Racism sets out to combat casual racism in New Zealand, with an appeal that asks people not to give, but to give nothing. New Zealander of the year, director Taika Waititi ignited the platform with a call out to all New Zealanders.
An overwhelming number of influential Kiwis, individuals and brands, as well as respected organisations and government leaders, have all joined the movement so far. The platform will develop over the coming months and years as we challenge more and more people and organisations to give nothing to racism.
Give Nothing to Racism has given people a standard to live up to, and a way to respond to racism. By committing to give nothing to racism, we’re making it possible to believe racism has no place in our future.
A speech recycled from the voices of history.
Client : Gen Less / EECA
Climate change is our defining moment. Halting it will take all of us: a generation. To inspire people to step up to this moment, New Zealand’s Energy Efficiency & Conservation Authority wanted to spark an energy revolution. To show a vision for how less energy can mean more life.
This vision became Gen Less: reimagining how we can live, work and thrive with less energy.
This future vision was launched by definers of the past, in a rallying new speech uniting some of history’s most inspiring figures. Used with the endorsement of their estates, both famous speeches and little-seen archival footage are stitched together to create a powerful challenge – the change-makers of the past using their voices once more to inspire the change-makers of today. And turning the ‘less-than’ symbol ( < ) into a powerful expression of living more consciously.
Alongside these historical leaders, Gen Less is also backed by leaders of today, including Dr. Jane Goodall.
Let driving distract you from your phone.
Client : Waka Kotahi (NZTA)
Getting people to switch their phones off in their cars is hard. They can’t resist them anywhere else, so what would make them do it here?
Precisely that.
When ‘danger’ messages weren’t working, ‘Liberated Drivers’ leveraged a global growing desire to take back the control we’ve lost from our phones, by repositioning the car as a safe haven from distraction. Instead of inconveniencing connectedness, driving now offers a sweet escape. A subtle flip that turns the car into a tool for phone resistance: a place where, for once, driving is the distraction.
Infinite nights. Always ending the same.
Client: Waka Kotahi (NZ Transport Agency)
Drink. Drive. Get snapped by the cops. Thinks no young Kiwi guy ever. Reality is, different guys on different nights are all ending their antics the same way – by getting busted. It’s the same old story. Over and over.
So we told the same story. Over and over. With a film designed to be infinitely reshuffled, reordered and reworked. Endlessly.
Eight different lads out on the piss. Multiple adventures. Stitched. Together. Via. Single. Words. Their paralleled banter and antics combine together into a single narrative, following them as they each tread an all-too-familiar arc: drinking, then driving, then getting snapped. Fifteen second videos give deeper snapshots into each of the lads’ nights. No matter the mischief, they all end the same — busted.
Only the first iterations of the nights have launched. With plenty more unreleased moments, fresh future edits will keep the message compelling, and the consequences uncomfortable.
A human response to a health crisis
Client : NZ Government
Centred around our people, not the virus, Unite against COVID-19 galvanised Kiwis around a central idea – one we could all rally behind, take pride in and own. An integrated platform of beauty, hope, humour and heart, every touchpoint reinforced our individual role in achieving our collective purpose. With clarity. Humanity. And sensitivity.
Results —
Campaign awareness reached 97%
Understanding of Alert Levels, 86%
Trust in government information, 88%
New Zealand achieved the lowest death rate per capita in the OECD
Creating this platform was a huge challenge, taken on by many talented people. My roles within this were: platform identity – Creative / supporting films – Creative & Art Director.
Stronger immunity. Greater possibilities.
Client : New Zealand Government / Unite Against Covid-19
The next phase of Unite Against COVID-19 campaign showcases the positive ‘possibilities’ that will be unlocked when Aotearoa has stronger immunity against the virus – thanks to everyone getting the vaccine.
It shows how we are amped for a future beyond our current COVID-19 reality, and enthusiastic about moving from ‘fighting’ to ‘winning’.
Client : New Zealand Government / Unite Against Covid-19
This New Zealand Government’s spot for COVID-19 communication reminded Kiwis that we’re in this together, and the stronger we are today, the sooner we will welcome tomorrow. Getting the message out was an urgent task and our challenge was to produce the spot safely, with less than a week from script to the film needing to be on air.
Comedians’ wandering thoughts become voices of reason.
Client : Waka Kotahi (NZTA)
Experienced cannabis users don’t think they’re taking a risk when they get behind the wheel. They accept they’re a bit slow, so compensate by driving slower and concentrating harder. But research told us they can’t hold focus. Eventually their minds wander from the road.
No one buys that the government gets what it’s like to drive stoned. So we partnered with those who have more credibility on the subject. Comedians.
We created a visual story of stoned drivers. Then handed this blank audio canvas over to Australasia’s best-known comedians to write and voice their own hilarious wandering thoughts. The result: one film, 20 unique versions. Every time you see it, you hear something different – from straight out nonsense to something topical happening in New Zealand or around the world. There’s no one ‘stoner’ audience, so creating different personas voiced by a range of comedians let us reflect many different audiences, with the core truth relatable to all.
Thoughts drew the collective thoughts of NZ; picked up and talked about by radio DJs, other comedians and plenty of young guys over social, with new versions created each week. The International Comedy Festival even used the format to profile ‘up and coming’ comedians, again helping to promote our message to drive straight.
Client : Prime TV
As Mad Men entered it's fourth season, Prime TV leveraged one of the show's most striking and thematic images. One that dedicated fan would instantly recognise. The large decal was placed in central Auckland on one of the city's most impressive high rise buildings.
