NZ Transport Agency | 'Legend (Ghost Chips)' (2011)
https://www.youtube.com/embed/CtWirGxV7Q8
About: "Drink driving is a big problem in New Zealand, particularly with young Maori guys. When they’re out partying, the last thing they want to do is kill the vibe by telling a mate not to drive home drunk. We tackled the issue with ‘Ghost Chips’, https://en.wikipedia.org/wiki/Ghost_Chips a campaign based on a film that portrayed the audience in a cool, aspirational way. We used humour to break through and laced the content with catchphrases. A couple of lines in the film quickly became part of the Kiwi vernacular, giving our audience the tools they needed to speak up and stop their mates from drink driving. The campaign was a massive viral success, resulting in countless mentions in social media, video mash-ups and the biggest New Zealand meme of the year." https://www.dandad.org/work/d-ad-awards-archive/ghost-chips Issue: "Lately, NZTA’s focus has been on targeting people on the periphery: those who have the opportunity to stop friends, colleagues or family from driving drunk. It’s the difference between the 'bloody idiot' campaign of the late 2000s and the current 'bloody legend' campaign – the carrot, not the stick (or the fear factor, as has historically been the case)" (Hunt, E., 2014). Bibliography: 'Legend (Ghost Chips) - Road Safety | Commercial' NZ On Screen. (2011). Www.nzonscreen.com; NZ On Screen. https://www.nzonscreen.com/title/legend-ghost-chips Hunt, E. (2014, July 29). 'A hard sell to stop mates driving drunk'. Radio New Zealand (RNZ). https://www.rnz.co.nz/news/the-wireless/371809/a-hard-sell-to-stop-mates-driving-drunk Ayson, S. (2011). 'Legend (Ghost Chips) - Road Safety'. In DigitalNZ. https://digitalnz.org/records/33910473
