Driver Fatigue: Sneak Up Ads

CASE STUDY: Tired drivers are a big contributor to New Zealand road deaths, but most people think they aren't at risk.

Our traditional print campaign showed that 'Tiredness catches up with you'. But we needed to ensure people were seeing themselves in the ads.

Over New Zealand's busiest holiday weekend, we secretly photographed each car boarding the ferry between our two main islands. During sailings, we used the photos to create personalised ads, left for people to find when they returned to their cars. As a result, thousands of people saw themselves in the ad, just as they started their road trips.