Rodney District Council, north of Auckland, New Zealand, has launched a road safety campaign aimed at fatigued drivers. Three billboards artfully show dream scapes being interrupted by vehicles (truck, car, bicycle) coming toward the driver, who is in the wrong lane. New Zealanders are meant to drive on the left side of the road. Three words are used. “Stop. Sleep. Survive”. Put the first two in the right order and the third one is a possibility. The second and third advertisements play on the familiar exercise of counting sheep to induce sleep.
The Stop Sleep Survive campaign was developed at Saatchi & Saatchi Auckland by executive creative director Mike O’Sullivan, copywriter Helen Steemson, art director Matt Swinburne, account director James Polhill, designers Nick Smith and Dan Liao, illustrators Terence Tsang, Dede Putra and Max Thompson.