Executive Creative Director
at
OwenKessel Leo Burnett, Johannesburg
Johannesburg, Südafrika
| Titel | Unlock tragedy: blue |
| Brief | Globally, nearly 1.25 million people die in road accidents each year. Among these heartbreaking numbers, cellphone distraction rates are alarmingly high. As an automobile club and a responsible corporate actor, ARCD (Car and Travel Club Germany) decided to raise awareness about this matter, showing that the short time you take to unlock your phone is enough for a tragedy to happen.The ad shows the tapping necessary to unlock a cellphone. Each number/image represents one step forward in time, implying that a couple of microseconds on the screen equals to several meters in the road. Although short, that time can prove fatal to anyone or anything in the way, harming any biker, pedestrian, car or pet that one might encounter |
| Agentur | McCann-Erickson Frankfurt |
| Kampagne | Don't unlock tragedy |
| Werbende | Auto- und Reiseclub Deutschland |
| Marke | ARCD |
| Datum der ersten Ausstrahlung/Veröffentlichung | 2021 / 4 |
| Geschäftsbereich | Transport, Reise & Tourismus |
| Slogan | Accessing your phone can take up to two seconds. Don't unlock and drive. |
| Story | Globally, nearly 1.25 million people die in road accidents each year. Among these heartbreaking numbers, cellphone distraction rates are alarmingly high. As an automobile club and a responsible corporate actor, ARCD (Car and Travel Club Germany) decided to raise awareness about this matter, showing that the short time you take to unlock your phone is enough for a tragedy to happen. To bring this idea to life, we used a real smartphone layout, where each number/image represents one step forward in time, implying that a couple of microseconds on the screen equals to several meters in the road. Although short, that time can prove fatal to anyone or anything in the way. |
| Medientyp | Presse & Publikationen |
| Texter | Belen Russomanno |
| Art Director | Martino Monti |
| Creative Director | Damian Nunez |
| Chief Creative Officer | Goetz Ulmer |
| Chief Creative Officer | Sebastian Hardieck |
| Geschäftsführer | Jens Eberth |
| Kundenbetreuer | Corinna Heinmoeller |
| Communications Manager | Karin Stelzner |
| Communications Director | Jerome Cholet |
| Fotograf | Matthaeus Walotek |
| Executive Creative Director | Donovan Bryan |
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