25 Advertising Campaigns That Inspire Social Good

Sleep Before You Drive

Client: NZ Transport Agency

Agency: Clemenger BBDO

We often hear stories of car accidents caused by drivers falling asleep at the wheel, resulting in tragic injuries or even death. NZ Transport Agency brought this sentiment to life in their ad campaign "Sleep Before You Drive" pictured nasty car accidents with dismantled bodies and blood splatter, only instead of a car it was a bed crumpled on the side of the road. NZ Transport Agency used the image of a bed, normally associated with a level of comfort, and altered the meaning we associate with it for this specific to effectively persuade viewers that sleep, or lack thereof, can put us in danger.

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(page 61 in Goodvertising)

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