Easter is a time of year when a huge amount of road trips are made in Spain. And the numbers of road accidents and fatalities continue to rise year after year. With this in mind, the Spanish Government, through the Dirección General de Tráfico (Department of Road Transport), proposed to launch an awareness campaign with the aim of bringing these figures down.

Instead of reporting on how people many died in previous years, we ran a campaign starring the individuals who could lose everything this year, putting the people who would die on the roads this Easter time front and centre of our campaign. The campaign that we created set out to challenge the data, change the future and, more importantly, prevent 36 deaths.

We conducted a Big Data study that took into account more than 95 million road trips made during Easter, more than 500,000 traffic accidents and more than twelve and a half million cells of information. Using predictive algorithms, artificial intelligence and models we were able to discover not only how many people would die on the roads during Easter (36), but who they would be based on their specific profiles and characteristics.

We conducted a Big Data study that took into account more than 95 million road trips made during Easter, more than 500,000 traffic accidents and more than twelve and a half million cells of information. Using predictive algorithms, artificial intelligence and models, we were able to discover not only how many people would die on the roads during Easter (36), but who they would be based on their specific profiles and characteristics.

With this data, we conducted a nationwide audition to locate these 36 individuals and, when we found them, we asked them to star in the campaign.

The TV ad featuring our protagonists raised awareness of the creative idea.

In addition, we developed a print campaign which presented the data obtained, putting them into context and informing the audience about how many accidents had taken place in the location where each print execution was displayed.

This was supported by a website where users could learn more about each of the 36 people identified by the Big Data study, and produced a documentary which brought the process and the 36 protagonists who, according to the Big Data, would lose their lives during Easter, much closer to viewers.

An average earned media value of €110M was achieved. We reached an audience of 135M with more than 57 million impacts and, most importantly, the Spanish Government's objective of reducing traffic accidents was achieved, with a drop of more than 19%. In effect, we saved 7 lives.