| Titre | Living Memories |
| Agence | VMLY&R New Zealand |
| Campagne | Road Safety Awareness campaign |
| Annonceur | Brake |
| Marque | Brake |
| Date de première diffusion/publication | 2015 / 5 |
| Secteur d'activité | Sécurité Routière |
| Synopsis | Any road-safety campaign that uses actual victims in itsadvertising is bound to be difficult for the families involved. This latest,from Y&R New Zealand, is no exception. Indeed, it's crushingly sad—even ifit's also starkly beautiful. The road-safety charity Brakepartnered with Y&R for the campaign, timed to National Road Safety Week inNew Zealand. To get people to think about the potential cost of their decisionson the road, the agency took photographs of five crash victims, and using aforensic age-progression specialist, created incredible 3-D models of what theymight look like in 2015, years after they died. |
| Philosophie | Forensic specialist Kevin Darch worked off childhood and family photos to createa current-day artistic impression of each child. Weta Digital then digitallysculpted a 3-D portrait model, with fine detail such as eyelashes, eyebrows,skin tone and texture. The portraits were then photographed for print ads.The point of the "Living Memories"project, of course, is to physically illustrate exactly what was lost—eachperson's entire future. It must have been terribly sad for the families to seethese models, even though the case study shows them being more intrigued thanfreshly devastated. "Meeting the families and presenting them the portraitswas a profoundly moving experience, and I hope that this campaign will touchpeople in a meaningful way," says Lisa Dupre, senior art director at Y&RNZ. "Road crashes have devastatingconsequences for families and the effects last a lifetime," adds Caroline Perry,development director at Brake. "The aim with this campaign is to look not onlyat lost lives, but also lost potential and lost futures. Living Memories hasgiven these five families an opportunity to see what their child might havelooked like, and demonstrates to the rest of us the lasting impact that crasheshave." |
| Type de média | Presse & publications |
| Directeur de création | Seymour Pope |
| CCO / CEO | Josh Moore |
| Development Director (Client) | Caroline Perry |
| Directeur de création | Scott Henderson |
| Directeur artistique | Lisa Dupre |
| Head Producer | Christina Hazard |
| Directeur de clientèle | Claire Dooney |
| Responsable de budget agence | Chelsea Dowling |
| Senior Media Planner | Kylee Davidson-Corrin |
| Designer | Kate Whitley |
| Designer | James Wendelborn |
| Producteur digital exécutif | Bruce Murray |
| Digital Producer | Pat Co |
| Head of Motion Graphics | Michael Frogley |
| National Ideas Director | Jason Wells |
| General Manager | Grant Maxwell |
| Directeur Général | Wgtn Tim Ellis |
| Monteur | Pat O'Sullivan |
| Monteur | James (Squid) Kelly |
| Directeur de la photo | Will Moore |
| Forensic specialist | Kevin Darch |
| TVNZ | Briar McCormack |
| TVNZ | Joanne Mitchell |
| Researcher | Alison Horwood |
| Freelance reporter | Amanda Miller |
| Digital production company | Weta Digital |
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