People underestimate how dangerous driving tired really is, ranking it far behind driving drunk or on drugs. It just doesn’t feel as dangerous.
So in our OOH we chose to show the problem with striking visuals where
a whole day’s worth of fatigue catches up with people.
But we wanted it to feel more personal. So on NZ’s busiest holiday weekend we secretly photographed cars boarding the ferry that travels between the North and South Islands, retouched the fatigue claw into the shots and then placed the custom ads on people’s wind sheilds, leaving them to find them on their return.

Caples Gold. Young Guns Bronze. AWARD Bronze.