Graphic

Strategy Creative 147 Drive - Summer Series

Finalist
2022 Design Communication
Credits
  • Pou Auaha / Creative Directors
    Oliver Ward, Matt Innes, Fraser Callaway
  • Ngā Kaimahi / Team Members
    Mike Peters, Ryan Shields, Vincent Owen, Mark Wilson, Chrissie Malloch, Kaelin Lutz, Kris Magadia, Steve Dimakis
  • Kaitautoko / Contributors
    AKQA, Janelle Barone
  • Client
    Drive
Description:

Waka Kotahi and ACC crash data paints a clear picture. Young males (15-24), in their first six months of driving solo, are the most at risk of killing or seriously injuring themselves on New Zealand’s roads.

Picture this. Schools out and the long summer days are filled with an itching desire to escape the house. It’s the perfect time for young drivers to hit the road. It’s also the highest crash period.
Our mission was to make learning and practicing driving skills as rewarding as possible, motivating young drivers to engage with the learn to drive platform - Drive.govt.nz

Our solution, Drive Summer Series. A gamified campaign for young drivers to complete challenges, earn points, win prizes and get driving. The campaign was built around the idea of levelling up their licence. Every little action moved them towards getting behind the wheel. The ultimate goal, create safe and skilled drivers and reduce deaths.