LEFT FOR DEAD
This story is familiar, worldwide, but one that I have read far to often here in our national newspaper.
The youthful ambivalence to the consequences of their actions came to an abrupt and deadly end when the stolen car five young people were joyriding in, crashed at high speed into a power pole on a suburban street. One passenger died instantly. The others were trapped in the wreckage, but were left to die by their 'friend', the driver, who fled the scene.
I thought, this is insane, but what the can we do as adults? What can we do as parents? What can I do that reaches out to the suffering of the other victims, that challenges New Zealand's driving culture, to deal with the pain and grief of the families left with the lifelong loss of possibilities?
In 'petrol head' speak, (Petrol head is a term used here to describe anyone who lives and breathes all things automotive), 'Left for dead' is often used to describe one car out accelerating another. It was this high octane head space I wanted to get into. It led to a very simple - no-brainer - awareness campaign that reached beyond the headlines in the media, lead to the most satisfying career moment in my advertising and design life.
(Above: Final ad)
Client: Holden New Zealand Ltd/Greg Murphy
Agency: Ogilvy
Copywriter: Graham Wiremu
Artwork: Sam Cox
First published: 2010
(Below: Campaign roll-out concepts)
