Norman Tan
North Asia Chief Creative Officer & China Chairman at J. Walter Thompson Shanghai
Shanghai, Chine
TitreHuman Traffic Sign
Agence
Campagne Human Traffic Sign
Annonceur General Motors Corp.
Marque Buick
Mise en ligneJuin 2014
Secteur d'activité Secteur automobile
Synopsis
As part of the Road Safety program, this television commercial features real traffic accident victims who kindly agreed to participate in this meaningful project to warn pedestrians and motorists not to avoid the same disasters. Trying to be calm and hide their emotion, the victims' amputated bodies, or the family of the deceased, say it all as they pose as human traffic signs. They quietly carry the important warnings at these accident-proned locations. The human traffic signs are s a stark reminder for the many pedestrians and motorists that signs are there for a reason. We wants to remind them that they should obey the rules because it is a matter of life or death.
Philosophie
To kick off World Traffic Safety Day, we invited 9 victims of traffic accidents to pose as human traffic signs in accident prone areas during peak hour traffic.
This served as a stark reminder for the many pedestrians and motorists who saw it to stay alert.
Problème
All episodes in the film are genuine experience of the victims in the actual traffic accidents. In China, there are countless traffic accidents victims. However, only a few are willing to revisit their experience in public. The search took the agency over three months: through China's transport ministry, NGOs like China's physically handicapped association, handicapped and sports association, etc. From several hundred, we shortlisted 100 candidates. We traveled to all corners of the country to interview the victims and their families to understand their stories and what they went through. Almost all victims were moved by our effort and about half of them  were willing to come out and tell their stories. Finally, we selected ten victims, based on the  types of accidents and injuries, to be included in the final film.
 
Type de média Télévision & Cinéma
Longueur
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