New Zealand’s Transportation Authority wanted to connect drivers to more than just their roads. Psyop and Clemenger BBDO Wellington took viewers along for the ride.
“The painterly qualities of this world really appealed to the team, and we were thrilled to be working on a purely animation project,” noted Psyop director Kylie Matulick. “The story is one that all audiences can relate to, whether they’re road warriors or casual commuters.”
To educate drivers about the effects they have on each other, Emoticons endorses friendly driving etiquette by showing how courteous driving habits can yield positive effects on the roadways and lead to fewer accidents. Promoting this kind of respectful driving through the use of visual cues, the Psyop design team worked closely to finesse the handmade aesthetic throughout the spot.
“We created the animated icons to follow and express the emotions of the drivers as they progressed on their journey,” commented Matulick. “Representing certain driving experiences was an exciting creative exercise! We were able to craft these little, individual stories about how driving by yourself is really a social experience and that happiness begets happiness, especially where driving is concerned.”