RTA’s Pinkie
Male P-plate drivers reckon they are invincible. But sadly, they were dying in record numbers. Well-worn strategies that showed speeding-related injuries and death were having no effect. So we gave young guys a consequence they could relate to. It was the RTA's most successful campaign ever.
Awards: Effies Grand Prix, Effies 3 golds, Cannes Titanium & Integrated, AWARD silver, ADMA Bronze, AdNews Campaign of the Year, B&T Campaign of the Year runner-up, included in Campaign Brief's 'Best of the Decade'.
Mini condoms
Movement Magazine kindly glued our mini condoms to the front cover of their Christmas holiday edition, a time when P-plate driver fatalities traditionally spike.
Some guerrilla marketing.