Cannes Lions
BELGIOVANE WILLIAMS MACKAY, Sydney / WORKING AGAINST CULPABLE DRIVING / 2008
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In an effort to get drivers to think about speed, we brought the realities of a speeding crash right into people's cars. We created, and then recorded over, a fake ad to make it sound as if listeners were accidentally picking up a police radio conversation on their radio. The deliberately unbranded spot eventually faded back into normal radio broadcasting leaving listeners convinced that they had just witnessed the consequences of a fatal car accident which was the result of reckless driving.
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