Drivers on drugs – there are huge numbers of them. But most New Zealanders don’t realise how much of a problem it is.

We needed to get people thinking about the danger posed by drug drivers. So, we put them in a car with one. 147 unsuspecting passengers thought they were off to a costume fitting for a TV ad. They didn’t know the driver was an actor, pretending to be driving on drugs. Hidden cameras captured their genuine reactions, which we used to create series of TV ads.

We wanted people to think about the danger posed by drug drivers. So we put them in a car with one.

Our stunt went for three days, and involved 147 unsuspecting passengers who thought they were off to a costume fitting for a TV ad. They didn’t know their driver was an actor, pretending to be driving on one of four drugs.

Hidden cameras captured their genuine reactions, and were shared online and on national TV to get other people thinking about how they would have reacted, and how they really feel about drug drivers.

Seeing footage of the stunt activated over 50,000 New Zealanders to participate in our online conversation about drug driving, where they answered polls and discussed how they would have reacted in the stunt scenario.

Our client, the New Zealand Transport Agency, conducted national polls before and after the campaign to measure the success. Before, only 4% of New Zealanders said they thought drug driving was a problem. After the campaign, this had risen to 70%.