Drink driving. Victimes et Citoyens know, and victims and citizens worldwide need to know, that it’s always the same song.

So, its agency, la chose, has launched a campaign that puts the same old song right in front of everyone’s eyes and ears.

On vinyl. And in a film by Wanda Productions.

A hand replays the sounds, on a vinyl record, of a tragic night out – too much alcohol, a young person drunk driving and the inevitable car crash – replays drunk driving, the same old song.

Julien Thibault the vice-president of Victimes et Citoyens observed, “Accidents never happen by mere coincidence. For a better future we need to change our behaviour on the roads. Fight for your life.”

Wanda’s film was directed by Cyrille de Vignemont, who is also a contemporary artist. The soundtrack, which has the film’s leading role, was composed by The.

Its first broadcast was on MTV in March. In April, la chose sent three hundred 12” vinyl’s with the film’s soundtrack to the world’s journalists, bloggers and opinion leaders.
 The cover, created to strengthen the illusion that the record is a song release, is an illustration signed by ekler’o’shock, who also designed the label’s logo and is a partner in the campaign.
 Engraved on the vinyl is, www.lamemechanson.org, which invites the media to discover the film.

“It’s always the same old song when we come to this topic. Instead of shocking the concerned audience, our wish was to deliver an adapted message which would be shared and understood. For people to change their behaviour.” [Pascal Grégoire, founder of la chose.]

The campaign is running on TV, cinema and internet, and to interact with its audience, it also includes an activation on Instagram in partnership Spotify.

The instructions are: Before a night out, hide your car key and organise a safe way back home (taxi or public transportation). Then take a picture of your well-hidden car key and post it on Instagram with the following hash tag #hiddenkeys and your picture of the transportation you’ll use to come home.

Every week, the two best creative hiding places will win a free Spotify subscription.

Credits:

Victimes & Citoyens:

Vice president : Julien Thibault

la chose:

Founder in charged of creation : Pascal Grégoire

Copywriter : Ibrahim Seck

Art director : Nathalie Foratier

TV producer : Nicolas Buisset

Production company: Wanda Productions

Director: Cyrille de Vignemont

Director’s assistant : Claire Lance

D.O.P : Nicolas Loir

Sound : The

Partners :

Ekler’o’shock, Spotify, 
MTV, Findspire & Vision Production