creative director / art director
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.