Young Kiwi drivers urged to stand up to social pressure behind speeding in new ‘Speed Demons’ campaign for NZTA Waka Kotahi via McCann NZ

Young New Zealanders are being challenged to confront the social pressures that fuel speeding through the latest NZ Transport Agency Waka Kotahi (NZTA) road safety campaign, Speed Demons, by McCann NZ (previously FCB Aotearoa).

The campaign tackles one of the most persistent and deadly issues on New Zealand roads: speeding.

NZTA research tells us that there are various moments and mindsets that can trigger speeding behaviour e.g. running late, being tailgated or spurred on by mates. Rather than focusing solely on individual behaviour, Speed Demons puts a spotlight on the various situations that can make young people feel pressured to exceed the speed limit. The Speed Demons campaign aims to bring this pressure to life as dark and twisted beasts that push us to drive faster. Or, in other words, to rush.

Each Speed Demon represents a different pressure, brought to life through a suite of film and out of home assets that empower young drivers with a simple message: don’t let anyone rush you.

The campaign aims to change the acceptability of speeding with young drivers by repositioning driving to the speed limit as ‘keeping your cool’ and driving your own drive – even against the toughest pressures like tailgaters, back seat drivers and the fear of running late.

Launching nationwide in January, the work is informed by stark data showing that in 2023 alone there were 90 deaths and 581 serious injuries involving speed on our roads. Nearly one-third of all road deaths in New Zealand involve people aged 18 to 24. Young New Zealanders are also almost three times more likely to die on the roads than their Australian counterparts – underscoring the scale and urgent need to address the social factors at play.

Emma Hartley, Manager Marketing and Content at NZTA Waka Kotahi says: “To shift an entrenched behaviour like speeding and speak to this young audience we needed to try something different. The Speed Demons campaign is a departure from our traditional style of advertising but at its core is still trying to do the same job; change behaviour to reduce harm on our roads.”

Matt Kingston, Co-Chief Strategy Officer at McCann NZ says: “Young Kiwi drivers are heavily influenced by those around them. And while that’s a lovely truth into this life-stage, it’s dangerous when it comes to driving. Our research revealed just how much pressure young drivers feel to speed from those on the road and in their car. We wanted to elevate the resistance of this kind of pressure to a position of confidence and power.”

Leisa Wall, Co-Chief Creative Officer of McCann NZ says: “In a culture where rushing is normalised, saying ‘rush for no one’ is quietly rebellious. It gives young drivers a simple, confident way to opt out of pressure – without losing face.”

Tim Thach and Guy Perry, the senior creative team behind the work say: “Speed Demons… No longer are they self-titled ‘cool guys’ that tear around town. Now, they’re terrorising pests and the cool ones are those who refuse to give in to their pressure. By handcrafting each Speed Demon and infusing human elements, they became both more relatable, and ridiculous – which was always the goal.”

Speed Demons was directed by acclaimed filmmaker Michael Hili and produced by FINCH. A theatre-designer by trade, Hili brought his signature tactile approach to the screen to give monstrous form to these pressures.

Captured in-camera, the team used an alchemy of techniques and materials. From 3D-printed skeletal cages and papier-mache sculptures to silicone head castings, replica cityscape miniatures and hand-painted backgrounds, the result is a visceral, hand-crafted manifestation of the pressures that live on the road.

Director Michael Hili added, “I wanted us to create worlds that felt genuinely new – to take risks and make something that might even frustrate an older audience because it isn’t neatly explained. Work that feels handmade and cared for, with a bit of roughness at the edges – something that doesn’t let you instantly relax into ‘knowing’ what you’re being sold. To get there, we asked the agency and client to take a real leap of faith: to let us workshop the characters – their design, their behaviour, their logic – through an iterative process where things evolve and unexpected ideas emerge. That kind of process takes patience, trust, and a team that’s open to adventure. It’s rare to get to work like that.”

Client: NZTA / Waka Kotahi
Agency: McCann NZ, previously FCB Aotearoa
Media Agency: MBM
Production Company: FINCH
Director: Michael Hili
MD / Executive Producer: Corey Esse
Executive Producer: Rebekah (Bex) Kelly
Producer: Yolande Dewey
Casting: Catch Casting
DOP: Keiran Fowler
Production Design: Joseph Leary, Michael Hili
Model Maker: James Woodley
Offline editor: Luke Haigh
Online: Stu Bedford
Sound design: Cam Ballantyne

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