WORK FOR GOOD CUT - ALTERNATIVE

Belted Jerseys - New Zealand Transport Agency - Waka Kotahi
Road Safety Awareness

Shortlist

Title:	Belted Jerseys
Brand:	New Zealand Transport Agency - Waka Kotahi
Product/Service:	Road Safety Awareness
Client:	New Zealand Transport Agency - Waka Kotahi
Entrant Company:	McCann New Zealand (FCB New Zealand)
Agency:	McCann New Zealand (FCB New Zealand)
Production Company:	McCann New Zealand (FCB New Zealand)
Editing Company:	McCann New Zealand (FCB New Zealand)
Sound Company:	Liquid Studios
Release Date:	2025-09-28
Individual Credits:	Chief Creative Officer: Leisa Wall
Individual Credits:	Senior Copywriter: Devon Wood
Individual Credits:	Senior Art Director: Vikki Cheng
Individual Credits:	Creative Content Director: Michael Braid
Individual Credits:	Creative Services Director: Anna von Trott
Individual Credits:	Senior Strategist: Lloyd Thomason
Individual Credits:	Head of Content: Amanda Langkilde
Individual Credits:	Senior Producer: Elizabeth Roebeck
Individual Credits:	Chief Executive Officer Wellington: Sean Keaney
Individual Credits:	Group Account Director: Daine Kingma
Individual Credits:	Senior Account Manager: Freya Drawbridge
Individual Credits:	Creative Communications Specialist: Isobel Kerr-Newell
Notes for Judging:	95% of NZ buckles up. We needed to reach the last 5% - rural Kiwi men. More than 30% of road fatalities since 2020 would have been prevented if they'd worn seatbelts. Rural Kiwi men know seatbelts save lives, but research showed they saw wearing a seatbelt as weakness. We couldn't educate our way to behaviour change; we needed an approach based on identity. Instead of another traditional campaign, we turned to rural rugby players—individuals the audience respects. We transformed the players into ads for seatbelt safety, by changing the stripes on their jerseys into a seatbelt motif. Implementation strategies included: • Filming community authorities sharing real stories about the unforgiving nature of rural roads and lives saved by seatbelts. • A national layer for social media and online video, generating 16 million impressions. • Working with regional media partners to amplify the message. • The message, delivered by players the audience looked up to, reached 152,600 Kiwis who watched the NPC Cup Championship match live on Sky Sport.
Additional Credits:	Director: Michael Braid Senior Producer: Elizabeth Roebeck Post Production Offline Offline editor: Michael Braid Grade Colourist Michael Carpinter Online Online & VFX: FCB l Corban Koschak Sound Sound Studio: Sound design: Andy Morton | Liquid Studios Stills Photography FCB Photographer: Michael Braid Stills Producer: Elizabeth Roebeck Retoucher: Duncan Jones