The protagonist in this commercial was a Victorian local, Francisco Cerros. When asked the question: 'Last year 249 people died on Victorian roads. What do you think is a more acceptable number?' His answer was 70. Cerros is not an actor and he was not prepared for the sight of 70 of his closest family and friends walking around the corner. In an unscripted response, he is moved to tears before changing his answer to zero.

This spot aired in the Australian state of Victoria, it was to encourage the public to think about each number that constitutes the road toll, as a person, and even more powerfully, as a loved one, in order to urge drivers to slow down, drive safely and help bring the road toll to zero.

We needed to find a way to cast people without them knowing what may eventuate. So we held a casting session in a street situation.

In our first casting session, we invited 30 people to our street interview.We asked 12 questions about road safety, one of which was the hero question and filmed it, they weren't aware that this was a part of the commercial.

We recalled 2 candidates for the second shoot day, two weeks later.

In which time, we contacted families and friends and assembled a group without their knowledge.

We recalled our 2 cast, and interviewed them again - but this time when the core question was asked - and they replied with the same number as before, we surprised them with the arrival of their family group.

Francisco & his family delivered such a unique and unexpected response that they were chosen.