Rat’s Tale.
- Waka Kotahi | NZ Transport Agency -Empowering Kiwi lads to live for tomorrow
A rough, resistant group were still switching off to the ‘don’t drink and drive’ message. New Zealand’s young, tough, provincial lads were still drinking heavily and crashing often. Accounting for over half of all alcohol-related deaths and serious injuries.
For them, risk was an everyday constant. In their jobs. In their physical hobbies. In their gutsy approach to life. Core to their identities were the tough, physical lives they and their mates had made for themselves. And it was also what they’d regret missing out on most from a drink driving injury.
Rat’s Tale reframed what the choice to not drive drunk meant. From a call that limited our audience, to a call that enabled them to keep living the life that defined them. To stay in the game. Celebrating the stuff these guys they live for, and making drink driving a risk not worth taking.
Entirely cast through Facebook, we formed the narrative for our story in tandem with our casting sessions that took us to all the places our audience live. A drain layer by profession, George is a larger-than-life non-actor who threw himself head first into the experience.