In its first work for Transport for NSW, Ogilvy Sydney has compiled an oddball public safety ad which encourages young men to avoid drink driving, by showing alternative ways of getting home like being shot out of a cannon.
The campaign focuses on prevention, choice and the importance of having a 'plan B' to attract young men aged 17-25.
The campaign is the first work by Ogilvy Sydney since its appointment to the government arm in late 2011.
It is a change from enforcement-style drink driving ads and showcases both factual and humorous alternative routes of transport.
The campaign's message is based on recent research by the Centre for Road Safety, which revealed drink driving is often "opportunistic and unplanned" and the result of people driving to a venue without having planned an alternative way home.
Transport for NSW general manager of marketing and communications Rita Harding said: "There are many variables that influence drink-driving behavior. We hope this new campaign resonates with everyone but particularly with young men, too many of whom are injured of killed by alcohol related road crashes every year.
"It is behavioral change we are after.".
Ogilvy Australia chief executive Andrew Baxter said: "Our solution was to dramatize the exhaustive list of ways young people can get home rather than choosing to drink drive, hence the tag line 'RBT means you need a plan B'.
"We have shot a multitude of ‘Plan B’ scenarios - some legitimate, some wildly fictitious - which will unfold over time to maximise engagement and keep the campaign fresh. This is a major campaign which we anticipate will run for many years.”
Transport for NSW is an arm of the NSW transport portfolio and is responsible for overseeing transport coordination, transport policy and planning, infrastructure, freight and marine pollution.
The new campaign will feature television, cinema, out-of-home, digital and in-venue advertising.
What do you think of it? Let us know your thoughts in the comments below.
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.
Have something to say? Send us your comments using the form below or contact the writer at email@example.com