Samsung Co-pilot, a campaign which raises awareness and promotes the product at the same time. An app for smartwatch which measures heart rate and warns you before you fall asleep at the wheel. To communicate this idea, we produced a campaign called “Just don´t do it”, to combat the “can do” culture. When we started to think about how to communicate it, we reviewed many campaigns of this kind. The majority of them were hard-hitting, with disturbing images of accidents, and primarily based on the use of drama and fear.

We looked for a new point of view.And then we thought that if the most serious mistake that drivers made was trying to beat sleep in any way they could, perhaps it was because something was encouraging them to do so. That’s how we got to the “can do” culture, where “everything is possible”, and turned it on its head.

PRINT – 21st of December

Digital TV From the 21 of december to the 5 of january. Channels: Teads / Facebook Video/Trueview/Inread.

YouTube

Movistar TV – 45¨ - 174 airings. From the 21 to the 31 of December.

Vodafone TV – 30¨ - . From the 21 to the 31 of December

TV CONVENTIONAL. Piece of 20¨y 30¨. – On air from the 21 of december 5 to the of January.

T5 Grupo, Cuatro grupo, A3 Cobertura, A3 Afinidad, Pulsa.

EXCLUSIVE GROUPS OF TV. Pieces of 30¨. From the 24 to the 31 of December.

T5 Grupo, Cuatro grupo, A3 Cobertura, A3 Afinidad

In conventional tv (T5 Grupo, Cuatro grupo, A3 Cobertura, A3 Afinidad and Pulsa) 240 GRP´s

Exclusive tv groups (T5 Grupo, Cuatro grupo, A3 Cobertura, A3 Afinidad) 108.75 GRP´s