10. Bleeding Billboard

The local governments of Franklin District Council and Papakura District Council in New Zealand have taken remarkable precautions in order to decrease fatal car accidents. The first heavy rains after summer, bring the highest death toll on New Zealand roads. In order to lower the road toll they placed a bleeding billboard. The billboard features a young boy whose eyes, nose and ears bleed when it rains. And the message reads: “Rain changes everything. Drive to the conditions”.

The Bleeding Billboard was developed by Colenso BBDO and was awarded with a Bronze Design Lion at Cannes International Advertising Festival. Local, national and even international media picked up the story, driving awareness for weather conditions and driving habits. Online the video generated almost 1 million YouTube views. As a result, the district of Papakura faced zero death tolls.