Many road safety communications use feelings of fear and guilt to change people’s behaviours on the road, showing the worst that can happen. They wanted to try the opposite approach: an entirely positive celebration of life. The strategy was to compare people’s deepest desires to all the immediate temptations on the road, like answering a phone call or running a stop sign. Then, they looked for the most relatable execution. They didn’t want to show over-the-top unforgettable moments, but rather the simple, ordinary, cheerful slices of life, like a guy singing in his bath, a couple making love, a father and his child and a family playing a game. All these small moments make life worth living.

Challenges: The first challenge was to find suitable scenes. They wrote dozens of moments before choosing the right ones. It couldn’t feel scripted; it had to be very simple, almost nothing, yet something nice to watch. The second challenge was more of a direct one: make all these little stories sound true to life. They had to capture the perfect choreography, light and acting in one single take. Director Arnaud Desplechin did a great job, and his long experience in cinema certainly helped.

Credits
Client: Délégation à la sécurité routière
Website: https://www.securite-routiere.gouv.fr/
Category: Road Safety campaign
Client Management: Marie Gautier-Melleray
Agency: DDB Paris
Executive Creative Director: Alexander Kalchev
Creative Directors: Alexis Benbehe & Pierre Mathonat
Copywriter: Benoît Oulhen
Art Director: Mickael Jacquemin
Agency Producers: Corinne Persch & Gaëlle De Pompignan
Account Management: Vincent Léorat, Andéole Vu Dinh Ba & Romane Philippe
Planners: Sébastien Genty & Déborah Tapia
Production Company: Phantasm
Director: Arnaud Desplechin
Producer: Gary Farkas
Post Production: Mikros & MPC
Sound Production: Maul Productions & Studio5
Music: Véronique Sanson, Chanson sur ma drôle de vie

To strengthen brand recall and to build relatability, Isobar India struck a resonating chord with their social media audiences by personifying daily objects that are used in an unsafe manner while driving.

Attracting commendable engagement across all social media platforms, the campaign garnered more than 200% engagement on the page with an average reach of over 1 lakh across a week-long activation.

Commenting on the association, Nitish Bajaj, Senior Vice President – Marketing, CEAT Limited says, “Our brand purpose is to make mobility safer and smarter. Everyday. Road Safety Week is an apt and a great platform to educate our community about safety. Also, this content helps in building better engagement with our consumers.”

Speaking on the launch of the Campaign, Shekhar Mhaskar, Executive Vice President, Isobar states, “It’s been a journey of more than a year with CEAT Tyres. A journey during which we have embarked upon several integrated campaigns upholding the prime promise of the brand – that of safety for drivers, riders, and equally for pedestrians. As part of this continuum, there wouldn’t have been a better time than the Road Safety Week to heighten the impact of the message in a manner that can be easily received by the audience.”

Campaign Credits:
Brand: CEAT Tyres
Campaign: CEAT Tyres Safety First
Advertising Agency: Isobar
Business Head: Prashant Lodaya
Associate Director: Amrita Pardeshi
Social Media Team: Saumya Chitravanshi & Percy Karat
Art Team: Nikhita Sancheti & Lekha Kambli
Media Team: Ankit Saxena, Sagar Sakharkar, Falak Khan & Kulpreet Khokhar

Tags:
Dentsu Aegis Network, Isobar, CEAT Campaigns, Isobar Campaigns, CEAT Tyres Safety First, Digital Agency, Road Safety, Road Safety campaigns, Awareness campaigns, Instagram

The results are eye-opening: One character at 90km/h makes you miss 19,75 meters. That makes 26,33 meters at 120km/h. Needless to say, your text messages are longer than you think: ‘Almost Home’ is 10 characters, but 289 meters as well. ‘On my way’, 7 characters, but 236 meters. And these are just the shorter kind of messages people keep texting behind the wheel. Longer messages are quickly reaching 1 kilometer. Stunning, keeping in mind that 1 fraction of a second of inattentiveness can have serious consequences.

A new take on road safety campaign: Driving blind. – Blindmeters

Texting and driving are dangerous. We’ve all heard it before in numerous road safety PSA campaigns. We still do it, though. Because ‘it’s just a quick text message’, just a ‘little post on Facebook or Snapchat, or Whats app, or whatever… ‘. But, honestly, does it even exist, ‘a quick text message?’ Because when you send text messages behind the wheel, you are driving blind.

Geoffrey Hantson, CCO of Happiness Brussels, an FCB Alliance, said: “In order to change that behavior we wanted to literally let people experience how many meters they are actually driving blind. Because even though most people know, nobody really realizes how many meters they are really missing.”

Data, data, data
This campaign connects different databases, layered on one website. Thomas Coliers, head of technology added: “The website combines data from different map sources which allows us to render text along roads on top of satellite imagery. One source is used as the primary visual layer for the map, another source allows us to use the geometry data of the roads, together with speed limits and other important data to be able to “write” on these roads. The font on the website is custom-made for the purpose of being able to dynamically stretch.”

Covered in the whole of Europe

The campaign was created by the duo of Happiness Brussels and OVK/PEVR (Parents of Road Victims), who took home Bronze at this summer’s Cannes Lions for their “Behind the Numbers” radio spot. The platform is supported by a fully integrated media campaign, with a television and cinema commercial, and social films of people walking the distance of their last text message. The campaign initiated in Belgium and will spread amongst different European countries.

Credit list:
Campaign: Blindmeters
Client: OVK – Ouders van Verongelukte Kinderen
Contacts: Koen van Wonterghem, Ellen Ruys
Agency: Happiness Brussels
Executive Creative Management: Karen Corrigan CD: Geoffrey Hantson
Creative Coach: Katrien Bottez
Creation: Roxane Schneider, Pieter Claeys
Group Account Director: Hans Smets
Account manager: Tine Van Hasselt
Design: Dries Lauwers
Typographer: Edouard Schneider – Edsnor
Agency Producer: Bart Vande Maele, Sophie Gunsbourg Digital Production : Bliss Entertainment
Digital Producer: Kris Van Wallendael
Head of Technology: Thomas Colliers
Sound Production Company : Raygun
Composer: Peter Baert
Film Production : Latcho Drom
Producers: Jeroen Berx, Efrosini Spanoudis
Director: Christopher Ross-Kellam
DOP: Edgar Dubrovskiy
Grading: Moxy
Head of motion : Remke Faber
Editor Social film: Simon Schuurman, Matthias Vandenbosch

This Campaign is about:
Google maps, Technology, Tech, Innovative campaigns, Brand Innovations, Blindmeters, Happiness Brussels, Digital innovations, Road safety campaign, Driving, Facebook, Snapchat, Media campaign, Radio Campaign

Credits:
Campaign: Hangman: Observatorio National Road Safety
Advertising Agency:Neogama/BBH, Sao Paulo, Brazil
Copywriter: Fabio Mozeli
Art Director: Daniel Chagas Martins
Chief Creative Director: Alexandre Gama
Creative Director: Alexandre Gama, Marcio Ribas, Fabio Mozeli
Account Manager: Silvia Tommasini, Mariana D’aprile, Felipe Sakai, Gabriel Monteiro
Plannner: Eduardo Lorenzi
Media: Luiz Gini, Giuliana Chekin
Production Director: Mariah Bayeux
Artbuyer: Vanessa Raad
Illustration 3D: Boreal
Retouch: Boreal
Client Approval:José Aurélio Ramalho, Natalia Gradim, Vitor Sayão Prado