Our script needed to talk to male Maori drivers, age 30–40 who drive after smoking marijuana.

Research revealed the target audience are otherwise responsible family men who like to set a good example to their kids.

NZTA didn't want to alienate them by attributing blame. Instead they wanted them to start questioning their own behaviour.

Our key insight was that the dads would be incredibly uncomfortable to learn that their kids knew what they were up to. This realisation was designed to make the dads reassess the safety of their actions behind the wheel.

Working closely with the director we crafted a script to leverage this insight by focusing on a situation familiar to many Kiwis kids waiting outside in the car for their dad to drive them home.

The kids' awareness that the dad is smoking marijuana in the house, and their playful mockery of this behaviour, raises the question of the morality of driving stoned, but in a way that the audience can own.

The director was the logical option, as we knew his insights into Maori culture would lend the project a much deeper level of authenticity with our target audience.