Interactive ad: Youth drink driving campaign: Phone Legends

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Top 6: June 27th 2007

Our task was to stop young males drink driving. In New Zealand they are responsible for over 40% of all alcohol-related crashes.

With this campaign we gave them an anonymous way for friends to voice their concerns. All they had to do was text their mate's cellphone and he would immediately receive a voice message from one of our Phone Legends characters. A timely, if crass, reminder about the dire consequences of drink driving.