Cannes Lions
CLEMENGER BBDO WELLINGTON, Wellington / NZ TRANSPORT AGENCY / 2018
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Young, provincial, Kiwi guys push the limits with everything they do, including driving drunk. They don't want the government telling them what to do or making them feel bad for making the wrong call. They also don't fear death.
Instead of passing judgement on the audience, 'Rat’s Tale' makes a drink driving injury a risk not worth taking by celebrating the stuff these lads live for – being outdoors with their mates, tearing it up. Hunting, wrestling, racing – it’s a hectic, uncompromising life – and anyone sidelined with a drink driving injury will be left behind. Will Rats take the risk?
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