Doors
A dark cocktail of good nights gone bad for drink drivers
NZ Transport Agency
Creative Concept / Copywriter
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Axis
5x GoldBestAds
Top 6 of the Week— Film
What awaits behind the last door you’ll open tonight?
Every week, there are around 500 drink driving offences across New Zealand. While the message to not drink and drive is widely known, many of these drivers have developed a sense of complacency. They know the drink-driving limits, know the Police are out there, and know that drinking increases their chances of crashing – but they’re still willing to take the chance. They’ve made a habit of risking the unknown.DOORS confronts these complacent drink drivers with the harsh reality that it could all go wrong in an instant.Showing a cross-section of Kiwis and some familiar drinking moments, the spot shows that bad ends to good nights don’t start the moment drink drivers skid off the road, get busted by the cops, or overshoot that corner. They’re triggered the moment they make the call to open their car door.Tapping into a crucial moment of decision, DOORS plants a seed of doubt before people are even sitting in their driver’s seat – interrupting that carefree, floaty, drunken feeling with the hard realities of what could happen. And showing that the choice to not drive in the first place is a choice to not crash, to not to get busted, to not to ruin your night. 
