Cannes Lions

ROAD SAFETY AWARENESS

TBWA\BRUSSELS, Brussels / BELGIAN INSTITUTE FOR ROAD SAFETY / 2011

Presentation Image
Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Description

In the film we see Tom and a selection of his relatives, friends, loved ones, colleagues… the people he knows.When Tom gets hit, the crash also has a metaphorical impact on those other people’s lives.

Execution

During the live show, the show’s host calls a popular colleague who’s driving back from an event. During this live telephone conversation, the television viewers hear how the guy has a car accident, which abruptly ends the phone call. The host in the studio is visibly shocked and turns to the producer for help. After a few seconds of studio chaos, a video is started.After this video, the host reveals it was a set-up, and her colleague walks into the studio. She interviews a road safety specialist about the dangers of phoning while driving.

Outcome

The show has a very faithful audience, which coincides with our target group. The whole thing seemed very real, and was very high impact television.

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