Cannes Lions

18

ALMAPBBDO, Sao Paulo / VOLKSWAGEN / 2017

Presentation Image
Film
Case Film

Overview

Entries

Credits

Overview

Description

We created a film that shows the story of a character who's always been drawn to two objects. He yearns for them, but since he’s still not old enough to have them – 18 – he can’t have either. And so he spends his whole life obsessing over them. When he finally turns 18, he decides to have both at the same time – and it doesn’t go well. At the end, we draw a parallel to drinking and driving and warn viewers about the importance of not indulging in both at once.

Execution

The film is just under a minute and a half long. It’s an animation with a light touch and a fun, attractive air. To draw viewers’ attention to the icons that stand in for drinking and driving, the film is in black and white, and only these two objects are colorful and eye-catching. The film was sent to Brazilian teenagers who were turning 18, and was then shared amongst them and their friends.

Outcome

The results were the best imaginable, reaching at least 3.5M people in just one day, with 600K views and 2K shares. Even though this is a group that doesn't like to hear opinions or take orders, the film's light touch and profound message helped these teenagers understand its message and pay greater attention to the topic.

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