Look Right, Look Left

A deadpan radio campaign
to stop more deaths at railway crossings

KiwiRail

Creative Concept / Copywriter


  • Cannes
                                                     
    1x Bronze Lion— Radio Campaign      

    Axis
                                                     
    5x Gold
    4x Silver
    2x Bronze
    3x Finalists

    AWARD
                                                     
    4x Gold Pencils
    4x Silver Pencils

    AdStars
                                                     
    1x Bronze— Scriptwriting        

    NZ Radio Bureau ORCAs
                                                     
    Grand ORCA Finalist

    BestAds
                                                     
    Pick of the Week— Radio

This Cannes winning radio campaign used NZ’s cringiest moments to show bad things can happen when you don’t look both ways. 

Look Right, Look Left is a dead-pan radio campaign that throws back to some cringeworthy Kiwi pop-culture moments. Leveraging some famous New Zealanders, their infamous moments, and the unfortunate situations they found themselves in just because they didn’t look both ways. 
The storytelling got our audience leaning into the humour, and nodding along to the logic. And proved the value of looking right, then left in any moment – especially when you’re crossing the tracks.
Vehicles and trains collide too often. And most frequently at rural crossings, with rural blokes who are too familiar with the roads they’re driving. So familiar they neglect to check for trains. 
These guys are in their cars often. So radio was the perfect medium to break the rail-crossing habit of a lifetime. 
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