Most road safety campaigns focus on the tragedy of dying after causing a dreadful accident. We all know that story by now. Ogilvy Madrid and Directorate-General for Traffic (DGT) are telling another story, the tragedy of having to live after causing a dreadful accident.
Under the concept, In a traffic accident, you can die or lose your life, the initiative presents an uncomfortable truth – in an accident, one not only risks their own life, but also the possibility of continuing to live with a peaceful future. The central piece portrays the torment of a person who, after causing an accident in which two people died, is forever marked by the emotional and moral burden of having been responsible for the tragedy. The campaign shows how, even if you survive, if you are the cause, your life also remains on the road.
“That a distraction at the wheel can cost you your life is something we already know. They have been telling us this over the years. What hasn’t been shown as much is what happens to the perpetrator. We have focused on the idea that, if they survive, their life also remains on the road, because what comes after the accident is not living,” stated Guille Fernández and Pablo Poveda, creative directors at Ogilvy Madrid.
The aim is to go beyond traditional prevention messages to highlight the consequences faced by the perpetrator, the psychological and social aftermath of their actions.
The campaign is running on television, outdoor media, and digital channels, with media planned to reach all types of audiences. Production was handled by Roma, managed by Hogarth, in collaboration with ISILIK for sound design.
Credits:
Client: Directorate-General for Traffic
Client Team: Susana Estévez, María Chico, Juani Fernández and Elisa Isabel Fernández
Creative Agency: Agency: Ogilvy Madrid
CCO: Roberto Fara
Executive Creative Directors: Juan Pedro Moreno, Javier Senovilla
Creative Directors: Guille Fernández, Pablo Poveda
Creative Team: Izarbe Moreno, Pablo Piqueras
Managing Director & Client Business Partner: Vanesa Porto
Account Director: Laura Roldán
Account Team: Elena Dilla, Carla Pombo
Head of Social: Sofía Martínez
Social Team: María López, Ana Merino, Nerea Heredia, Rocío Herrero
PR & Communication: Christian Martínez, Laura Cuenca
Hogarth Production Director: Aarón Lago
Hogarth Executive Producer: Pablo Riaño Sánchez
Hogarth Producer: Beto P.F., Roberto Arias, Luna Utrero
Production Company: Roma
Executive Producers: Pablo Garcia Acon, Juan Bascon
Production Director: Carlos Martin
Producer: Laureana Ferrucci
Director: Pablo Maestres
Director of Photography: Pablo Clemente
Editor: Arnald Viladomat
Hogarth Post-production Director: Elena Nebreda
Hogarth Post-production Manager: Javier Rodríguez
Hogarth Post-production Coordinator: Martín Sandlien
Colour: Fernando Lui
VFX Lead: Javier Fernández
On set VFX Supervisor: Javier Fernández
VFX Artists: Javier Fernández, Alex Palma, Jorge Febrero & Juan Ramón Herrero
CGI-3D: Javier Cameo & Jordi Torcal
Animation & Motion Graphics: Alex Palma
Sound Design: Alex Aller @ Isilik Studio
Sound Studio: Iberian Media
Media Agency: IKI Group
