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Rat's Tale - 60"

basics
Industry: Professional & Public services
Media:TV & Cinema
Market:United States
Style: Minimalism
descriptioncnen
EntrySummary
A high-risk group for many issues, these young rural guys are the target audience for a plethora of government messages: persuading them to drink less, not take drugs, have safe sex, be less violent, and quit smoking. For them to adopt a government message into their worlds, it needed to celebrate the people they are, not look down on them or treat them as stupid. We made them the heroes, and let their own world be the motivation for them to adopt our message.
BriefExplanation
Young, provincial, Kiwi guys push the limits with everything they do, including driving drunk. They don't want the government telling them what to do or making them feel bad for making the wrong call. They also don't fear death. Instead of passing judgement on the audience, 'Rat’s Tale' makes a drink driving injury a risk not worth taking by celebrating the stuff these lads live for – being outdoors with their mates, tearing it up. Hunting, wrestling, racing – it’s a hectic, uncompromising life – and anyone sidelined with a drink driving injury will be left behind. Will Rats take the risk?
credit
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awards
Cannes Lions International Festival of Creativity 2018
Shortlist Film
Online > Not-for-profit / Charity
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