Land Transport NZ and the NZ Police are working together to change the habits of New Zealand drivers, encouraging them to sleep before they drive, not after. A series of print advertisements and posters show men who have died asleep in their beds, in the context of New Zealand roads.
Fatigue is a serious road safety issue in New Zealand. Tired drivers contributed to the deaths of more than 40 people and the injury of nearly 1000 in road crashes in 2006. Crashes which result from driver fatigue are among the most violent on the road. They often occur when drivers have actually fallen asleep and are unable to brake or avoid the impending crash.
The Crashed beds campaign was developed at Clemenger BBDO Wellington by executive creative director Philip Andrew, creative director Mark Harricks, art director Mark Harricks, Paul Nagy, Paul Young and Brigid Alkema, photographer Mat Blamires and retoucher Geoff Francis.