Stoned drivers are a problem in New Zealand. But they don’t want to hear it’s dangerous. Many reckon they actually drive safer and slower when they’re stoned. Thing is, speed’s not the issue. Reaction time is. The problem was compounded by the fact that these guys are notoriously hard to reach. They’re experts at tuning out ads they don’t find believable and messages they don’t want to hear. We needed a new, authentic and targeted way to tell our story. Introducing TinnyVision—a group of guys sharing their stoner sessions on Snapchat. Why? Because they can get away with it. On Snapchat you watch it once and it’s gone. No incriminating evidence. We seeded rumour of TinnyVision’s funny stoner snaps on sites where kiwi stoners hang out and swap stories. Nobody suspected a thing. Every day a new audience added TinnyVision on Snapchat. Over the course of that day they watched the guys get stoned and their reactions get slower. Ten video snaps later, the guys decide to go for a drive. A girl walks out. The driver is too slow to react. He hits her. She hits the windscreen. Imagine that. You’ve just witnessed a girl get hurt—possibly killed. You can’t watch it again—it’s gone. For just a second, you freak out. Then your phone beeps and one final snap gives the game away.