Speed is still the number one killer on New Zealand roads. But most speeders believe they’re skilled enough to drive over the limit, and that it’s everyone else who’s the problem.

Instead of resisting that belief, a new campaign launched that supported it. And it had an unprecedented effect.

A film was created that could be shared online, as well as shown in cinemas and on national TV channels over a sustained period.

In under two weeks, the online video was viewed over 14 million times, with over 22 million impressions. It remains the most viewed video in New Zealand’s history, despite containing a message our audience has traditionally resisted. The automotive industry – usually the staunchest opponents of our message – praised the work and shared the message in their online communities. ‘Mistakes’ has been adopted and translated into several languages, and the client is still receiving requests from all around the world to buy and run the work. TED Talks chose it as one of '10 Ads Worth Spreading' in 2014.