ALMAPBBDO, Sao Paulo / CBN / 2018
The campaign tells the drama of terrible accidents caused by texting and driving. We get to know the sad stories of David, Beth and Tom. While we watch their faces full of regret, we hear what happened to them. The twist comes at the half of the film, when we realize that the terrible disasters were not traffic accidents, but cell phone ones. Distracted by the other cars, our characters made a terrible mistake with the messages they were sending. The tagline explains: “Don’t let driving get in the way of your texting. Don’t text and drive.”
To create attention to the high level of traffic deaths, injuries and disabilities our member Observatoria National de Securanca Viaria (ONSV) from Brazil promotes the Yellow May Movement. Inspired by global movements to increase awareness of breast and prostate cancer Pink October and Blue November, Yellow May seeks to promote road safety around the world. As the number 1 news radio in Brazil, CBN wanted to show its support for the movement.
The script was simple. Too simple. It only had one character, one location -a indoor one-, a soundtrack and a narrator. Using these elements the director told us the story and reinforced the plot twist. To help to build these films, the director decided to use a slow but continuous camera movement, shot it in a bit slow speed and used only lights from already had on the scene, as the table lamp etc. It gave to the film a tension and a remarkable end.
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