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Legend: New Zealand's Anti-Drink Driving Ad
Manage episode 472382238 series 3586582
Nội dung được cung cấp bởi Srishti Chhabria & Amber Payne, Srishti Chhabria, and Amber Payne. Tất cả nội dung podcast bao gồm các tập, đồ họa và mô tả podcast đều được Srishti Chhabria & Amber Payne, Srishti Chhabria, and Amber Payne hoặc đối tác nền tảng podcast của họ tải lên và cung cấp trực tiếp. Nếu bạn cho rằng ai đó đang sử dụng tác phẩm có bản quyền của bạn mà không có sự cho phép của bạn, bạn có thể làm theo quy trình được nêu ở đây https://vi.player.fm/legal.
What happens when the police stop using scare tactics and start using humour?
In this episode, we break down New Zealand’s “Legend” campaign, an anti-drink driving ad that ditched the doom and gloom for Kiwi comedy - and actually worked.
The ad took a fresh approach by leaning into relatability, social pressure, and self-aware humour to connect with young drivers instead of lecturing them.
We explore how the campaign nailed its target audience, used film techniques like Dutch angles and POV shots to amplify the storytelling, and proved that public service announcements don’t have to be boring.
Plus, we compare it to other global campaigns and ask: Should more serious messages take this approach? If you love smart advertising and great filmmaking, this one’s for you.
Here are the highlights:
Analysis of the "Legend" Campaign (18:22)
Effectiveness of the Campaign's Message (18:42)
Comparison with Other Campaigns and Cultural Context (19:00)
Filmmaking Techniques and Visual Storytelling (19:22)
Impact and Legacy of the Campaign (30:40)
Link to ad: https://youtu.be/CtWirGxV7Q8?si=yQ1qnezY_lfSP_S6
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