Jimi Jackson demonstrates how to be a legend in new road safety campaign via Clemenger BBDO

Building on the success of the ‘Legend’ campaign, Clemenger BBDO’s content arm Flare has partnered with one of New Zealand’s most loved social media personalities to show provincial Kiwis that anyone can become a legend.

In a series of short videos shared with his 500,000 Facebook followers, Jimi Jackson draws upon his impressive range of impersonations, from mates to mothers, and coaches to cougars, to encourage people to use their imaginations when trying to stop a drink driver.

VIEW THE COMPILATION OF VIDEOS

Linda Major, director of social marketing, reminds us that “drink driving is still a problem in provincial NZ. Young guys are still making bad decisions while drinking, putting their lives and others’ lives at risk.

“If we can’t get through to them, we have to get through to those around them. People in the community know there’s a problem but don’t know how to step in. We try to empower them to speak up more effectively and more often.”

Clemenger BBDO and the NZ Transport Agency virtually coined this approach with the enormously popular ‘Ghost Chips’ campaign – giving young guys memorable expressions to stop their mates getting behind the wheel. The campaign was awarded the Grand Effie at last week’s Effectiveness Awards. 

More recently the ‘Local Legends’ campaign encouraged communities to keep their own safe by stopping would-be drink drivers with creative means.

Working with regional partner, Eastern Bay Road Safety, Clemenger BBDO’s Flare has produced a provincial version featuring local comedy hero, Jimi Jackson.

Brigid Alkema, executive creative director, knows well the power of comedy to engage and disarm, and understands the value of partnering with social influencers like Jimi Jackson when trying to get people to question the status quo.

Says Alkema: “Talented and beloved Kiwi characters like Jimi are unbeatable in ensuring these kinds of important messages aren’t disregarded by a generation that, as we all did, thinks they’re invincible and doesn’t want to listen to oldies. He can make the message relevant like no other. He’s just completed a sold out stand up comedy tour of provincial New Zealand towns, and is a creative force when it comes to satirising life for young provincial New Zealanders today.”

Individual videos were posted daily over two weeks.

The videos have been viewed over 2.5 million times, attracting over 70,000 likes and thousands of shares and comments. 

Eastern Bay of Plenty Road Safety: William Stewart

Audio: Paul Stent