Brief:
Engage 17–35-year-olds with the launch of new road safety laws, while keeping the brand’s existing ATL campaign front and centre in the creative approach.

Creative Approach:
Knowing that short-form video performs best with this age group — especially when paired with talent they already connect with — we developed three activations featuring Chunkz, whose voice and humour resonated directly with the target audience.

The content included:

A social-first Q&A video

A two-part skit-style series featuring Chunkz reimagining the National Highways ad in his own style — making the safety message feel fun, native and shareable

Results:
+10% engagement over delivery target
+50% over delivery on social amplification and story views
Strengthened awareness of safety laws through relatable talent-led content