NSW Gov - Towards Zero (Concept)

The Brief : Create an impactful way of telling NSW drivers to expect more police enforcement on the roads

The Insight : While radio is the only medium that can speak to drivers on the road, most radio ads can sound the same.

The Idea: Drawing inspiration from the brief’s focus on bad drivers ‘not expecting to be caught’, I created a radio ad that was deliberately unexpected in it’s delivery, featuring an intimate voiceover that it actually sounds to drivers as though it’s coming from the back seat of their car.