Cannes Lions

ROAD SAFETY

TBWA\HUNT\LASCARIS JOHANNESBURG, Johannesburg / ALIVE / 2012

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Film
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Overview

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Credits

Overview

Description

Drunk Driving is one of the biggest threats to Road Safety in South Africa, particularly over the festive season. Research indicates that 50% of people who die on the roads have a blood alcohol concentration above 0.05 gram per 100 milliliters. But this remains a useless statistic as most people only face the harsh reality of driving drunk after they suffer the consequences.3D cinema is something people watch to enhance their senses and their experience.Trying to watch a 3D movie that’s not in 100% focus is an extremely unnerving experience. And that’s exactly what we wanted to do to our viewers.The fact is that the smallest amount of alcohol in your blood can retard your senses. To demonstrate this fact in the most vivid way possible, we utilized a medium that promises to ENHANCE your senses - 3D cinema.We targeted 3D moviegoers between the 2nd of December and the 6th of January at cinemas countrywide by creating a commercial that shows a brief clip of a drunk driver on a joy ride. The commercial, however, fades in and out of focus, making viewers suspiciously check their 3D glasses.

Execution

3D cinema is something people watch to enhance their senses and their experience.Trying to watch a 3D movie that’s not in 100% focus is an extremely unnerving experience. And that’s exactly what we wanted to do to our viewers.The fact is that the smallest amount of alcohol in your blood can retard your senses. To demonstrate this fact in the most vivid way possible, we utilised a medium that promises to ENHANCE your senses - 3D cinema.We targeted 3D movie-goers between the 2nd of December and the 6th of January at cinemas countrywide by creating a commercial that shows a brief clip of a drunk driver on a joy ride. The commercial, however, fades in and out of focus, making viewers suspiciously check their 3D glasses.

Outcome

We created a commercial that would not fall into the same trap of just being another shock tactic ad. Which is a common trend in this particular category. The commercial engaged audiences, and made them feel like they were a part of the idea.

It was an effective use of the medium as it stood out from the high definition commercials and movie trailers flighting either side of it, and demonstrated the effect of driving under the influence of alcohol.

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