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Brigid Alkema

基本信息
行业: 旅游与运输
媒体:影视
投放:新西兰
风格: Minimalism
说明cnen
Brief Explanation:
Our script needed to talk to male Maori drivers, age 30–40 who drive after smoking marijuana.

Research revealed the target audience are otherwise responsible family men who like to set a good example to their kids.

NZTA didn't want to alienate them by attributing blame. Instead they wanted them to start questioning their own behaviour.

Our key insight was that the dads would be incredibly uncomfortable to learn that their kids knew what they were up to. This realisation was designed to make the dads reassess the safety of their actions behind the wheel.

Working closely with the director we crafted a script to leverage this insight by focusing on a situation familiar to many Kiwis kids waiting outside in the car for their dad to drive them home.

The kids' awareness that the dad is smoking marijuana in the house, and their playful mockery of this behaviour, raises the question of the morality of driving stoned, but in a way that the audience can own.

The director was the logical option, as we knew his insights into Maori culture would lend the project a much deeper level of authenticity with our target audience.
制作信息
品牌:
广告公司:
执行创意总监:
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文案:
客户主管:
客户经理:
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其他职位:Agency Producer: Marty Gray
Executive Prouder: Matt Noonan
Creative Team: Mark Dalton , Mike Gwyther
Director Of Social Marketing: Linda Major
Digital Creative Director: Thomas Scovell
Media Business Director: Annabelle Wilkinson
Media Account Director: Emily Goulden
Grade: Pete Ritchie
Music Composition: Fluit
Audio Post: Craig Matuschka
Head of TV: Martin Grey
奖项
戛纳国际创意节 2014
金奖 影视制作
Script
D&AD 2014
提名 影视广告
TV Commercials 61-120 seconds
The One Show 2014
铜铅笔 影像制作
Scriptwriting
The One Show 2014
优秀奖 公共服务/政治-视频
Television - Single
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