This campaign shows the tragic consequences of a road accident and takes viewers to a horrible conclusion: if you are the guilty party, there is no escape, all of the consequences are terrible, so much so that even death isn't the worst that can happen.

The campaign is based on a very crude question which creates a dilemma for the viewer: In a road accident, who would you rather be, the one who lives or the one who dies?

In a country where road traffic accident victims have increased every year and where people weren't affected by being told they could die, there was a need to raise awareness about the consequences of being guilty of causing a road accident.

This campaign showed that through a unique experience where the brand sets a an unavoidable dilemma.

Under the premise of In a road accident who would you prefer to be? The one who lives or the one who dies?

We showed that all the consequences are terrible and showed a terrible conclusion: in a road accident if you are guilty of causing it, there is no escape, all the options are bad, some are even worse than death.

Timeline

The campaign launches today on 29 October with the aim of raising awareness among drivers in regards to the next bank holiday weekend on 1 November and will consist of 3 waves until the end of the year, coinciding with the heaviest traffic over the period.

Placement

"Dead or alive" is a multichannel campaign that will be present on television, cinema, radio, out of home, press and digital with different lengths and formats to amplify its reach and maximise its efficiency.

Almost like a sinister game that tries to launch a a teaser question, In a road accident, who would you prefer to be? The one who lives or the one who dies? Once we had got their attention and their involvement on social media, we launched the long pieces explaining the possible harsh consequences of each of the options.

Timeline

The campaign launches today on 29 October with the aim of raising awareness among drivers in regards to the next bank holiday weekend on 1 November and will consist of 3 waves until the end of the year, coinciding with the heaviest traffic over the period.

Placement

"Dead or alive" is a multichannel campaign that will be present on television, cinema, radio, out of home, press and digital with different lengths and formats to amplify its reach and maximise its efficiency.

Until August 2018 the accident rate figures were increasing in line with a tendency over the last 4 years, but in the last quarter of the year (coinciding with our campaign) they fell for the first time. Specifically from September to December there were 9% fewer accidents, 40 fewer deaths than the same period in 2017.

In the whole year the fall was 1.5% compared to the same period of the previous year.