Creative Concept / Copywriter
Belted Survivors—
Waka Kotahi NZ Transport Agency
Turning the wounds left behind by seatbelts into badges of honour—
Live hard. Crash harder. Staunch young males make up the majority of New Zealand’s unrestrained crash fatalities. They reckon seatbelts are for kids, the elderly, the weak.
Seatbelts needed a tough new image.
Real crash survivors proudly wore their seatbelt wounds as badges of honour. Turning the visceral signs of a crash into powerful symbols of survival. And proving there’s nothing soft about a seatbelt.
The boys’ pics hit eyes and feeds everywhere. Knowing these guys lean into gnarly shit, the survivors owned their graphic marks of survival where they’d hit our audience hardest: outside pubs; through VICE; on their own feeds. Their ten stories recruited hundreds more. Inspiring Belted Survivors everywhere to share images of their own seatbelt marks – and challenging their mates to make the right call, too.
Seen by 5.4x NZ’s population in just two weeks, it hit our audience hard and fast; shifting 74% of their attitudes towards seatbelts.
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Axis:
Grand Axis
1x Grand Prix— Integrated
8x Gold
5x Silver
14x Bronze
6x FinalistsClio:
1x Silver
3x BronzeD&AD:
2x Wood PencilsAdStars:
1x Grand Prix
3x Gold
4x Silver
3x Bronze
2x CrystalEffies:
Winner— Hardest Challenge Category
1x Silver
1x BronzeCresta:
4x Gold
10x Silver
2x BronzeAWARD:
1x Gold
1x Silver
3x BronzeBest Awards:
1x Silver Pin
1x Bronze PinCaples:
5x Silver
7x Bronze
8x ShortlistsCannes:
12x ShortlistsLürzer's Archive:
Cover of Vol. 2-19
Print of the WeekContagious Magazine: Campaign of the Week
Poster House, New York:
Selected to feature in their Living Archive collectionBestAds:
Pick of the Week— Print
The survivors were first to share their images with the world—
They hit eyeballs and feeds everywhere, encouraging Belted Survivors across the globe to share their own tales of survival, too—
