People throughout the world been warned for years about the horrors of dangerous driving – how they can kill or maim themselves and others by driving too fast, distractedly or drunk. The problem now is that people are becoming immune to shock visuals and guilt trips. When three agencies, Serviceplan France, Babel and Madame Bovary, were appointed by the French government’s road safety authority, Sécurité Routière, in August 2019 they worked out a different strategy.
Their campaign, On a tous le pouvoir de sauver une vie [We all have the power to save a life] applauds good drivers for not harming anybody. The campaign consists of 2 TVCs and radio adverts, which chronicle everyday accidents that did not happen, and a new tagline, Vivre, ensemble [Living, together]. The films were directed by Wilfrid Brimo through production company, Grand Bazaar.
The new Vivre, ensemble tagline replaces Tous responsables [All responsible] which was introduced by Sécurité Routière back in 2008. Vivre, ensemble invites French people to come together around a common benevolent ambition. The new road safety campaign deliberately avoids any warning or guilt. Instead, it presents a positive message – that drivers have the power to save lives on the road by making the correct decision and that those decisions are easy to make.
Agencies: Babel + Madame Bovary + Serviceplan
Director of Creation and Operations: Pascal Couvry
Creative Director: Daniel Perez
Artistic Directors: Astrid Pinon, Tram-Anh Nguyen & François Lesaint
Copywriter: Chloé Rosiaux
Agency Management: Eric Zajdermann, Pascal Couvry & Stéphane Perrot
Commercial Managers: Jeanne Delbard & Anabelle Cornillon
Production Company: Grand Bazaar Director: Wilfrid Brimo
TV Producer: Frank Willocq @ Trinity
Media Agency: Carat (Dentsu Aegis Network)
Client: Sécurité Routière Client Management: Emmanuel Barbe, Laurence Derrien, Laurence Dudal, Laetitia Moch & Jean- Yves Mathurin