Cannes Lions
MORYA BRASIL, Porto Alegre / VIDA URGENTE AND UNISINOS / 2017
Awards:
Overview
Entries
Credits
Description
At the end of a big party, drunk people who would drive got a free ride home with an unforgettable driver: a car accident victim’s father.
Execution
We approached drunken young people at the end of a big party. For those who would drive we offered a safe ride back home. What they didn’t know is that their driver was a road crash victim’s father. The conversations in these rides were filmed and turned into a video that was shared in social network, receiving a massive organic support from influencers, celebrities and TV shows.
Outcome
The rides became a great life lesson and the video received a massive organic support from influencers, celebrities and TV shows:
- More than U$ 4 million in earned media.
- More than 20 million people reached.
- More than 100 new volunteers.
- Approximately 30% decrease in car accidents in that region since the campaign was launched*.
*Data from EPTC - Public Transport Company
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